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elitefranchisemagazine.co.uk

The caffeine regime How UK franchises transformed a nation of tea drinkers into avid coffee aficionados

August 2017 ÂŁ4.50

Bodystreet

Mark Holland is shocking Britons into shape with the German electricfitness franchise

Little Street Hannah Elbaum is teaching children life lessons through role playing

Spreading his wings Backed by his 214 franchises and decades of franchising experience, Duncan Berry is tending to Britain’s sick and elderly with Bluebird Care Cover.indd 1

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Do you believe you’re one of the country’s foremost franchises? Covering the best and brightest franchises Britain has to offer, the Elite Franchise 100 2018 is a new league table that celebrates the UK’s finest franchises. Allowing franchisors to duke it out on everything from growth to the support they offer franchisees, the Elite Franchise 100 will recognise the sector’s most superlative businesses and recognise them in a highquality publication sent out to our combined audience of 15,000 print subscribers and digital network of over 100,000.

If you believe you’re one of the country’s foremost franchises, why not enter today for free? www.elitefranchisemagazine.co.uk/100 email: info@cemedia.co.uk | call: 01245 673700 Entries close: August 18 2017

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cover star

TAKING CARE 16

With tailored service, training and a touch of tech, Bluebird Care COO Duncan Berry is restoring trust in the care industry

6 elitefranchise | AUGUST 2017

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contents 08.17

REGULARS 9 Welcome & contributors 11 News & events 81 Franchise diaries

COLUMNS 13 Pip Wilkins 15 Sussanne Chambers 25 Frank Milner 27 Nigel Toplis 31 Tony Bowman

FEATURES 34 Streets ahead

The franchisor of Little Street has kicked off a roleplaying revolution

46 Shockingly fit

Mark Holland and Bodystreet are bringing electrifying fitness routines to the UK

58 34

40

Spilling the beans How did a few big franchises make Blighty ditch tea for coffee?

58 Inside story

If you're looking to grow your franchise you have to be able to spin a good yarn

64 Making her mark

Caremark's Hannah Drury turned a personal tragedy into a great success

68 Fair competition

Getting your head around competition law is vital for your franchise's future AUGUST 2017 | elitefranchise

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Awarded GOLD bfa HSBC Franchisor of the Year 2017 The UK’s leading home care franchise

Caring for people’s lives is now the best investment in franchising Bluebird Care, the UK’s leading homecare provider, have won the UK’s top accolade in franchising and are looking for community spirited entrepreneurs to join our network. With over 200 offices across the UK and Ireland we have the knowledge and experience to support franchise owners at every stage of their business, which has led to the enormous success the brand has achieved. Bluebird Care boasts over 40 years care provision and franchise experience and is part of the Interim Healthcare Inc. Group, one of the largest care franchise groups in the world. Please contact our franchise recruitment manager, Carole Stubbs, to find out more about our proven business model.

bluebirdcarefranchise.co.uk 07912771149 carole@bluebirdcare.co.uk Bluebird Care Franchises Ltd, Charles Street, Petersfield, Hampshire GU32 3EH BLUE003 Untitled-1 1

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welcome Volume 05 Issue 08 / 2017 EDITORIAL Josh Russell – Editor josh.russell@cemedia.co.uk Eric Johansson - Feature Writer eric.johansson@cemedia.co.uk

Experience isn’t everything

DESIGN/PRODUCTION Leona Connor – Head Designer leona.connor@cemedia.co.uk Jenny Allen – Designer jenny.allen@cemedia.co.uk Dan Lecount – Web Development Manager dan@cemedia.co.uk

E

xperience can sometimes feel like a barrier. Knowing you have the grit to deliver success can only take you so far if recruiters will just speak to people who’ve spent decades on the job. But the fantastic thing about franchising is it can bring out the best from every experience level. Look at Hannah Drury: despite having no prior experience, she stepped up to lead her stepfather’s Caremark franchise when illness struck. Thanks to her tenacity and leadership, the business has thrived and she netted the much deserved Franchisee of the Year award for her success. At the other end of the spectrum, 20 years of industry experience meant there were few better placed than Duncan Berry to take Bluebird Care’s franchisees under his wing after its co-founders stepped away from the day-to-day running of the business. And Berry’s shrewd business sense has seen Bluebird Care also recently receive a gong of its own as Franchisor of the Year. So franchising certainly has something for every walk of life.

SALES Gemma Campion – Sales Manager gemma.campion@cemedia.co.uk Jemma Tonge – Senior Account Manager jemma.tonge@cemedia.co.uk MARKETING Taylor Blayney – Media Assistant taylor.blayney@cemedia.co.uk CIRCULATION Paul Kirby – Circulation & Data Manager paul.kirby@cemedia.co.uk ACCOUNTS Sally Stoker – Finance Manager sally.stoker@cemedia.co.uk DIRECTOR Scott English – Director scott.english@cemedia.co.uk Circulation enquiries: CE Media Call: 0124 567 3700 Elite Franchise is published by CE Media, 1st Floor, Regency House, 16 Victoria Road, Chelmsford, CM1 1NZ Copyright 2017. All rights reserved. No part of Elite Franchise may be reproduced, stored in a retrieval system or transmitted in any form or by any means, without the prior written consent of the editor. Elite Franchise will make every effort to return picture material, but this is at the owner’s risk. Due to the nature of the printing process, images can be subject to a variation of up to 15%, therefore CE Media Limited cannot be held responsible for such variation. cemedia.co.uk

elitefranchisemagazine.co.uk

■ Josh Russell - Editor

Contributors

2

3

4

Paul Stafford

Nigel Toplis

Tony Bowman

Kate Legg

Having spent five years at the bfa, the head of communications at the franchise marketing agency Chantry knows a lot about how stories can create a buzz about your franchise. Fortunately he’s sharing his insights in this issue.

Franchising may have a long and impressive history on these shores but this former bfa chairman believes more must be done to champion the industry and to ensure its continuing success well into the 21st century.

Becoming a franchisee can be a daunting experience but this franchisor argues that this dread can actually provide an edge. However, it’s important to learn the difference between rational and irrational fear.

The CEO of Komerse is no stranger to dealing with the intricacies of competition law. Luckily for us she’s willing to untangle it for franchisees and franchisors alike. Check out Legg's guide on page 68.

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AUGUST 2017 | elitefranchise

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SEARCHING FOR A CAREER CHANGE WITH A FUTURE? BoConcept is a successful company in design-oriented furniture and are searching nationwide for: Managing Director Retail store-Franchise Partner BoConcept is the largest retailer of Danish furniture worldwide with operations in 60 countries and over 250 stores. Having well established the brand here in recent years, BoConcept is now expanding further in the UK. To spearhead that growth plan BoConcept requires entrepreneurial leaders who are keen to build a new business in their local area and take the retail concept to market.

YOUR PROFILE

BENEFITS OF THE SYSTEM

- Sales and commercial management experience,

- Very high average income potential

ideally from the retail sector but other areas of industry are

- A strong brand from a well established company

equally welcome so long as you have a passion to build

- Transparent processes with open communications

a successful retail business

- High Level Management Support

- High affinity to design issues and trends

- Extensive marketing support

- Leadership skills and great customer service orientation

- Extensive training - Support for the store design and furnishings & Opening BoConcept supports its franchise partners extensively with a dedicated and enthusiastic team to support the opening and help make success possible. This is an opportunity to run and own your own retail business of which BoConcept work closely with each partner to ensure success. If you are looking for a new challenge and have the desire to become part of an international retail chain then contact us to enquire further about this opportunity – without obligation. This opportunity does require a significant personal investment to operate this franchise but with strong returns and support the only thing that will stop you being successful is your attitude.

Request more information on this franchise system enquiries.uk@boconcept.com Franchise opportunities only available outside the Greater London area.

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02/08/2017 14:09 15:40 03/08/2017


news Quiz floats on AIM Having launched Quiz Clothing in Glasgow in 1993, founder and CEO Tarak Ramzan saw his fashion business float on London’s AIM in late July. And it certainly seems as if the Scottish franchise’s public offering was welcomed with open arms: its shares leapt by more than a fifth in its first day of trading, pushing its market value from £200m in the early hours to £245m. To date the company has

Events Prospective Franchisee Seminar September 6

Olswang LLP, 7th Floor, 90 High Holborn, London, WC1V 6XX

BY ERIC JOHANSSON

Domino’s opened its 1,000th UK store

Prospective Franchisor Seminar September 7

Olswang LLP, 7th Floor, 90 High Holborn, London, WC1V 6XX

EWIF North East Regional Meeting September 12 Entrepreneurial Spark, Floor 2, 1 Trinity Gardens, Broadchare, Newcastle upon Tyne, NE1 2HF

EWIF London regional meeting October 12

Room P, Portcullis House, 1 Parliament St, Westminster, London, SW1A 2JR

The National Franchise Exhibition October 13 - 14 National Exhibition Centre, Birmingham, B40 1NT

International Food Franchise Expo November 15 - 16 Olympia, Hammersmith Rd, London, W14 8UX

73 stores and plans to boost that number by roughly 40 more outlets. Just like Marks & Spencer and Debenhams before it, Quiz Clothing has expanded internationally with the help of franchising, currently having 65 franchises across 19 countries. And with Quiz Clothing’s floatation standing testament to the model’s success, it seems increasingly likely that more companies will give franchising a go.

McDonald’s is getting technical From installing tablets at its British restaurants in 2016 to launching a trial homedelivery service with UberEATS in the UK this summer, it’s hardly a secret that McDonald’s is embracing new tech. And now the megafranchise’s CEO Steve Easterbrook has revealed that the fast-food giant is doubling down on its efforts to adopt even more technology as part of an effort to cement its position as a disrupter in the sector. Speaking on CNBC’s Squawk on the Street in July, the business leader said: “I have absolutely no doubt that our industry will get disrupted by technology.” And given that the company's sales rose by 3.9% in the US last year, it certainly seems that embracing new technology is a winning strategy for restaurant franchises.

Every franchise has reason to celebrate whenever they open a new store. But when Domino’s, the pizza franchise, opened its 1,000th British outlet in Overton, Hampshire it decided to bring the customers in on the festivities by giving away 10,000 free pizzas across the whole country. The first ten people to step into each of the British stores received their slabs of cheesy goodness free of charge to celebrate the new addition to the pizzeria's family. Commenting on the milestone, David Wild, the European CEO of Domino’s, said: “We’re extremely proud to have grown our footprint to 1,000 Domino’s stores across the UK.” He added that the “success and scale of the business is ultimately down to the commitment and hard work of our world-class franchisees, fantastic team members and dedicated colleagues.” Now that’s some tasty news.

AUGUST 2017 | elitefranchise

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What will you be doing this time next month? Still wishing you had a new job? Still wishing you’d started your own business? Still wishing you could do something more rewarding?

With a Mathnasium Learning Centre franchise you have the opportunity to build your own business, be your own boss and make a great living whilst making a difference. • No maths or teaching experience necessary • Simple, effective and proven system • Extensive training and ongoing support • Over 800 franchised centres worldwide • Low investment, great returns

It could be the most rewarding move you ever make!

Remember – nothing happens until you MAKE it happen

Find out more at mathnasium.co.uk or call Mathnasium UK – 0161 791 0686 Standard call charges apply

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Pip Wilkins chief executive bfa

Come together: why collective ambition is vital for franchises British franchising has gone from strength to strength by nurturing a culture of collaboration

t the heart of what makes franchising work so well is the ability for people to work together towards a shared goal. This was reflected in the theme of this year’s bfa Annual Conference: The Power of Collective Ambition. The two-day event focused on how the franchising community works together to form a thriving sector and how collaborating more can mean the industry has a more powerful collective voice that can garner the attention of the wider media and British government. But collective ambition isn’t just

their role is to continue innovating and about the bfa: it’s at the maintain their brand’s relevance in the heart of what makes market place. The support team are franchising work so well well versed in the operational tactics as a concept. There is strong evidence to support required for franchisees to build successful individual businesses and, this. Let’s take a look at as such, their support is invaluable the bfa Natwest Survey to any franchisee journey. Last but 2015: franchising not only by no means least, the franchisee has created 621,000 jobs that year but also opportunities undergone, in most cases, a significant vetting process before being offered for people to invest, build their franchise to ensure the correct and see significant return person is steering the business. on their own business. But this spirit of collective ambition Given it is generating travels far beyond one single business. a £15.1bn turnover One of the benefits of franchising is with continual growth the community in which it has been throughout a challenging built. Whether it’s franchise units in the economic climate, the banks providing funding, sector is franchise consultants going from It is the ensuring business models strength to designed to sustain the strength. collective are test of time or marketing There’s a reason this structure works so ambition of experts balancing the strategies of franchisors and well. Each stakeholder all involved franchisees to effectively to in this relationship business growth has a key part to play that makes support for all, the network of and it is the collective ambition of all involved a successful support from advisors and professionals is endless. that makes it so franchise Franchising really is successful. When this an infectious industry in combination is right which there exists a strong network of and the communication, support and support and guidance. Which is why motivation of all is clear, a franchised the bfa is proud to promote this and business can really flourish. continues to encourage collaboration As the franchisor has built and to strengthen the collective ambition. understands the brand and business, AUGUST 2017 | elitefranchise

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Expense Reduction ExpenseAnalysts’ Reduction were Analysts’ proudwere to beproud recognised to be recognised with the Bronze with Award the Bronze as a Top Award 3 UK as Franchise a Top 3 UK Franchise Expense were proud to be Expense Reduction Analysts’ were proud toagain be recognised recognised with the the Bronze Bronze Award Award as as aa Top Top 3 3 UK UK Franchise Franchise in 2016 - and in prouder 2016 - Reduction and stillprouder to beAnalysts’ shortlisted still to be again shortlisted in 2017. in 2017. with in prouder to again 2017. Expense Reduction Analysts’ were proud recognised with the Bronze Award as a Top 3 UK Franchise in 2016 2016 -- and and prouder still still to be be shortlisted shortlisted againtoin inbe 2017. 2016 - andconsultancy, prouder still to be shortlisted again in 2017. overheads and delivering ERA is a B2Bin management specialising in reducing organisational ERA is a B2B management consultancy, specialising in reducing organisational overheads and delivering ERA is a B2B management consultancy, specialising in reducing organisational ERA is a B2B management consultancy, specialising in reducing organisational overheads and delivering extra profit.extra We award profit.franchises We awardto franchises experienced to experienced and capableand men capable and women men and andwomen – usingoverheads and our –model usingand ourdelivering model extra profit. We award franchises to experienced and capable men and women and – using our ERA is a B2B management consultancy, specialising in reducing organisational overheads extra profit. We award franchises to experienced and capable men and women and – using our model and delivering developed over more than years – teach you–toteach buildyou a sustainable consultancyconsultancy business. business.model developed over twenty more than twenty years to build a sustainable developed over more than twenty teach sustainable consultancy business. extra profit. award andaacapable men and women and – using our model developed overWe more thanfranchises twenty years yearsto– – experienced teach you you to to build build sustainable consultancy business. developed more years – teach to build a sustainable consultancy business. Discover more Discover aboutmore theover benefits about the of than an benefits ERAtwenty franchise of an ERA atfranchise a Discovery atyou aDay: Discovery Day: Discover more about the benefits of an ERA franchise at a Discovery Day: Discover more about the benefits of an ERA franchise at a Discovery Day: Discover more about the benefits of an ERA franchise at a Discovery Day: • What makes ERAmakes such aERA compelling proposition • What such a compelling proposition • What makes ERA such a compelling proposition • What makes ERA such a compelling proposition • How our• award How our winning awardmarketing winning marketing helps you helps to winyou clients to win clients How our award winning marketing helps you to win clients • What makes ERA such a compelling proposition How our award winning marketing helps you great to win clients • Why our• continual Why our training continual and training support and gives support you such gives you such earning great potential earning potential Why training and you such great • How award winning marketing helpsgives you to win clients Why our our continual continual training and support support gives you such great earning earning potential potential • Why our continual training and support gives you such great earning potential

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05/05/2017 04/08/2017 13:31 17:02


Sussanne Chambers founder and managing director HomeXperts

Why it’s worthwhile going the extra mile Going above and beyond as a franchisee can have huge benefits both professionally and personally he dictionary definition of going the extra mile is to “try a little harder in order to achieve something, after you have already used a lot of effort”. I am not sure I agree with this as a definition. Sometimes going the extra mile does not involve a lot of extra effort. Stretching yourself even a tiny bit can make such a difference to both yourself and other people. Going the extra mile has a huge literal significance for me: last year I decided to run a marathon. During training, I increased my mileage weekly to get my body fit to take on the challenge. I ran my marathon in November and, as a result of a great training programme, I loved every minute of it. The extra miles along the way had made a huge difference. But it’s not just while they’re in their running shoes and joggers. Successful people go the extra mile in every aspect of their life: in work, in relationships and, perhaps most importantly, in attitude.

There is nothing more frustrating as an employer or franchisor to see people just doing the bare minimum. Fortunately the reverse is also true: working hard, having a willing attitude and performing tasks outside of your job description will all generate results. This works whether you're working on your own business or as a part of somebody else’s. And going the extra mile in this way will get you noticed: even when you’re doing the basics, doing them incredibly well with a great attitude is a surefire way to ensure everyone from your customer to your franchisor sits up and pays attention. Think about the contribution and what a difference you are making. It’s not just about thinking ‘what’s in it for me?’ so don’t expect to be compensated for every action. But if you focus on other people rather than focusing on yourself, you will in time see rewards for your efforts. Focusing on what people expect from you and exceeding their expectations creates a feeling of wellbeing for both them and you. It is always good to be a positive influence in people’s lives: going the extra mile always surprises and delights people and it makes you both feel good. But it’s not all about other people: another positive outcome of going the extra mile is that it increases your own energy. Personal energy breeds more in kind: the additional effort it takes to go the extra mile helps you to increase your drive, output and commitment. This in turn will bolster your passion and ensure going above and beyond becomes second nature. I really believe what you give out, you get back. Ultimately, going the extra mile is the difference between being average or mediocre and becoming a top performer across all aspects of your life. And why would you want to settle for being mediocre? AUGUST 2017 | elitefranchise

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In society care can take more of a knock than it deserves: people don’t get to hear the positive stories, which are there in abundance

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Duncan Berry

BY josh russell / photography by emilie sandy

Taking care With 20 years experience in franchising, Duncan Berry was the natural choice to rule the roost at Bluebird Care after the departure of its co-founders. And now he’s helping its network of 214 franchises bring customers and relatives peace of mind

W

hether they’ve taken a nasty fall or are struggling to look after themselves, it’s not always possible to take care of loved ones yourself. However, trusting someone else to do it is a real leap of faith, which is why Duncan Berry, chief operating officer (COO) of Bluebird Care, is committed to helping the franchise bring quality home care to the masses. “People will invariably have guilt and concerns around asking somebody else to come and care for their relatives,” he says. “It’s about reassuring them that this is something that we are experts in.” And without a doubt, Berry is the man for the job, bringing years of franchising experience to bear in his journey with the company. Even as a youngster growing up in Yorkshire, he showed a certain panache for making money. “I remember at a fairly young age buying a number of postcards and posters from Athena Postcards and managing to sell them to school friends for a profit,” says Berry. “Whether that qualifies as entrepreneurialism or just basically taking advantage of mates I’m not sure.” But, all joking aside, Berry clearly had an aptitude for business: after finishing school, he took a year out to help out at his parents’ business Burton Safe Company, eventually helping to spread it to London and the south-east. “As I became more involved, I was literally out with safes in the back of a car, going round looking to sell them to locksmiths and office-supply companies,” he says. “That’s always rather stuck with me: in whatever you do, sales are paramount.” However, while Berry had clearly earned his chops when it came to sales, the same could not be said for his schoolwork. “I would love to tell you some fabulous story that I did stunningly well in my A-levels and I had a long list of universities clamouring for me to go to them but

it couldn’t be further from the truth,” Berry says. “The reality was with the grades I’d gotten, I only had a choice between two.” While Berry’s initial interest was in sport, a conversation with his parents helped convince him that there was a better route available to him. “They said that business was much more likely to help you find a broader basis for future life,” he says. “I saw the sense in that and went to Newcastle Poly to study business.” On graduating from university in 1996, Berry began looking for work down in London and came across Venture Marketing Group (VMG). Then named Careers in Industry (CII), the publishing and exhibitions company was looking for experienced salespeople to help it grow a new project on the other side of the pond. “Mel Stride, who was the owner, he went to America with a view of setting up a franchise exhibition there on the west coast,” says Berry. “We were literally selling the franchise exhibitions on the phone to Americans we’d never met. That was a fantastic experience.” After helping make this new exhibition a success, Berry returned to the UK and was put in charge of sourcing advertisers for Business Franchise, the company’s franchise title, something that gave him a real crash course on the ins and outs of the industry. “It gave me a great opportunity to go and meet a number of franchisors,” he says. “That helped me get a greater sense for the franchise model and how it works, how franchisors viewed the business and how they wanted to see things grow.” And this didn’t just give him insight into the industry: bringing him onto the radar of the master franchisee for Cartridge World, it led him to his first opportunity to actually get hands on with a franchise. “They wanted to expand and needed somebody to come in and help with their sales, marketing and franchise development,” he says. “It was a really exciting opportunity to move from one side of franchising to the other.” Initially concentrating on setting the franchise’s marketing plan and guiding prospective franchisees through the process, it was when the

August 2017 | elitefranchise

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Duncan Berry

One thing that differentiates us is how we’re able to adapt: UK master franchisee sold the rights back to the franchisor that Berry was given an opportunity to step up as director of European franchising. “Cartridge World wanted to move further into Europe,” he says. “They wanted me to not only to help support strategically the existing master franchisees but also to try and find some new ones.” Gaining such a grounding in franchising stood Berry in good stead when Choice Hotels Europe came calling, looking for a CEO with a high degree of familiarity with the sector. “It wanted to have somebody in the senior role leading the UK business who’d got franchise experience, rather than hotel experience,” he says. Brought on board to help convert existing hotels to the Choice Hotels brand, Berry found that selling ink and providing people a place to stay were very different franchise propositions. While Choice Hotels’ network numbered just 35 franchisees compared to Cartridge World’s 250, the relative size of each unit meant that the former tended to attract franchisees with grander long-term plans. “It was a very different animal in terms of the investment and return expectations,” he says. “Our focus was on how we could look to support the franchisees’ businesses, make changes where necessary, understand from the franchisees what their frustrations were and what improvements we needed to put in place.” While his time at Choice Hotels undoubtedly taught Berry a great deal, by 2015 he was ready for something new. “After six years at Choice Hotels, I found myself looking for the next challenge,” Berry says. “Very quickly Bluebird Care came along.” Having sold the company to health franchise giant Caring Brands International in 2013, its cofounders Paul and Lisa Tarsey had stepped away from the day-to-day running of the business and so its new owner was on the hunt for experienced franchising talent to head up its next phase of growth. Joining as Bluebird Care’s new COO, it’s safe to say that Berry had some big shoes to fill.

we are not looking to stand still. .

Prior to founding Bluebird Care, the Tarseys had been working as business development managers but that changed in 2004 when they realised home care was ripe for disruption. “Paul had spotted an opportunity to provide home care but with a far greater customer-service focus and catering to the private market rather than local authorities,” says Berry. In part this was inspired by Tarsey’s familial connection to the Campbells, the family responsible for smashing global speed records on land and water using the legendary Bluebird vehicles – helping to inspire the nascent franchise’s name. “What struck a chord with him was how they went about looking to build a very strong team in order to get Bluebird up to land and water speed records and create these exceptional outcomes,” Berry says. “He thought: ‘here’s an opportunity for a home-care provider to be able to do just that and give exceptional customer service.’” Without further ado, the Tarseys founded Bluebird Care in Petersfield and quickly established a model that helped the new home-care business stand out from the crowd. Rather than having a cookie-cutter approach to care, the new business focused on individually assessing the wants and needs of customers and trying to deliver on those expectations. “This can be down to how they want their bedclothes buttoned, like

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Duncan Berry

their tea or where they want things accessible to them,” Berry says. “But it’s also looking as much as possible to determine which would be the best carer to fit with that customer.” And this approach proved to be incredibly popular. Seeing significant demand for the new home-care service, the Tarseys began to feel that their success could be easily replicated elsewhere. “There was a recognition that this was something that was nationally relevant; whether you were in the south or the north, this was something that resonated,” says Berry. “So they felt in order to meet demand, they could use franchising to move things on and drive expansion.” Looking to get the word out to prospective franchisees, Bluebird Care initially attended several of the large franchise exhibitions but the Tarseys soon found that the nature of the care industry meant that many prospective franchisees actually found their own way to the franchise. “Because of poor care that they’d experienced personally for family members, prospective franchisees researched opportunities and that led them to Bluebird Care’s door,” Berry says. “And then those people’s success brought even more prospects to the franchise.” But Bluebird Care’s expanding network hasn’t just been useful in winning over franchisees: having such a committed crew of brand advocates operating at the heart of local communities has proven invaluable in building trust among relatives seeking home care for their loved ones. “It’s hugely important for franchisees to get out in person and involved in local events, in community centres, churches, village halls, standing in the local Tesco, Sainsbury’s, ASDA, Waitrose or wherever it might be,” says Berry. “It’s very much about being proactive within the community and building up relationships.” As franchisees are very much a part of the community they are operating in, they can reinforce positive perceptions of the industry and put a human face on the care customers will receive. “It’s just looking to try and improve the perception of care, which in society can take more of a knock than it deserves,” Berry says. “People don’t get to hear the positive stories, which are there in abundance.” While communicating these stories confidently takes a special kind of franchisee, this isn’t the only factor that Bluebird Care looks for in franchise candidates. Given that some Bluebird Care franchisees now run operations with around 120 carers, effective management skills are a must. “To get a business to that level, they need to be comfortable in leading teams,” Berry says. “It’s about setting the tone and having the right culture and approach.” And although like any franchise Bluebird Care wants franchisees that are able to follow the system, it's also keen to see candidates that are able to innovate and provide service that goes above and beyond what is outlined in the franchise agreement. “Our ideal franchisee is someone that isn’t scared of making bold decisions and is able communicate why they’re doing these things,” says Berry. “They see opportunities that are relevant to what we provide and are august 2017 | elitefranchise

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Duncan Berry

able to see how Bluebird Care can take advantage of them.” Once the franchise is sure it has found the right franchisee, it is able to provide plenty of support to help new recruits get up to speed. “To begin with, we have a team of quality managers who help them through the application process to get their businesses registered with the relevant regulator,” says Berry. “We then bring them to Petersfield, which takes them through all facets of the business.” Once the new franchisee has been trained on everything from running payroll to recruiting carers, then it’s time for more handson, onsite support to help them get to grips with the franchise’s systems. “And that’s something that their business development managers will be able to work closely with them on in the first 12 or 24 months to make sure that they’re really comfortable with knowing where to go for what sort of information,” Berry says. And Bluebird Care franchisees aren’t the only ones innovating: with increasing competition emerging in the home-care sector, the franchise is well aware that it needs to stay ahead of the crowd. “One thing that differentiates us is how we’re able to adapt,” Berry explains. “We are not looking to stand still.” Not only has the franchise started utilising the PASSsystem, a digital care-management platform produced by everyLIFE Technologies that allows seamless viewing and editing of care records on the go, and developed its own app that provides guides, information and video content for carers but it’s also utilising everyLIFE Technologies’ openPASS, an app that allows relatives to check in and make sure everything’s going well with their family’s care. “If I’m 250 miles away from where Mum lives and the carer’s been in during the afternoon, I can check in on my app and look to see how things have gone,” explains Berry. “So it’s just making sure that while they may be a distance away they’re still able to keep in touch.” This innovative, forward-looking approach has certainly stood Bluebird Care in good stead during this year’s awards season: not only did the franchise pick up The Franchise Award for Innovation at the workingmums.co.uk Top Franchise Awards and Fiona Williams, its director of operations, take the Inspirational Woman in Franchising Award at the NatWest Encouraging Woman into Franchising Awards but it also recently won the coveted bfa HSBC Franchisor of the Year award. “It’s wonderful to have that recognition and certainly it gives franchisees and their teams a really good pat on the back for all of the effort that they put in,” Berry says. But given the home-care sector sometimes gets unfairly tarnished by reports of poor practice in the care-home industry, Berry feels one of the real benefits of winning these awards is the fact it can

Our ideal franchisee is someone that isn’t scared of making bold decisions help customers have faith that the franchise’s model is up to scratch. “Having been scrutinised by the bfa and the judging panel and held up as being top of the pile really should give everyone that real sense of confidence and reassurance that the Bluebird Care model is tried and tested,” he says. With a network of 188 franchises in the UK alone and a further 26 in Ireland, it’s clear Bluebird Care has a bright future ahead of it. But Berry is keen to remain pragmatic, rather than chasing pipe dreams. “Some people at the top can get a little carried away with five-year expansion plans or focusing on world domination: you’ve got to be very careful and not get too carried away,” Berry says. “It’s more a case of what are the things in the next 12 or 24 months we need to be planning for, working on and resourcing internally.” One of the big focuses for Bluebird Care’s immediate future is growing its market share within the territories it’s already operating in and this means means bringing as much new blood into the industry as possible. “It’s how can we be looking to make the care sector one that people consider much more of a career they’d like to get involved,” he concludes. “If we can bring more carers in and they can take on more of the demand from customers out there then we’ll be in a far better place.”

20 elitefranchise | August 2017

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EDUCATION WRAPPED IN ENTERTAINMENT For more than thirty years, Mad Science has been the world’s premier company in providing fun, hands-on, science-based programs and activities geared towards children aged 3-12. Our STEM programs integrate science, technology, engineering and math; and are designed to keep kids ahead of the educational curve! AFTER-SCHOOL PROGRAMS IN-CLASS WORKSHOPS SPECIAL EVENTS PRESCHOOL PROGRAMS BIRTHDAY PARTIES SUMMER CAMPS

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02/06/2017 10:28


ADVERTISING FEATURE

How to make life easier for your franchisees? L

ike a lot of franchisors, Matt Goodman, managing director of The Futsal Partnership, the five-a-side football coaching company, initially planned to scale his business himself. However, as his coaches became more involved, he decided to grow the business through franchising. But even though he’d grown the network to include five franchisees by August 2016, he’d realised that his current accountant wasn’t providing the level of service he required. Goodman had found himself spending a significant amount of time helping new franchisees to set up and learn their accounting software, how to manage their finances well and how to tick all the boxes with HMRC. That was when Goodman contacted PayKeeper, the accountancy service provider specialising in franchising. Together he and PayKeeper discussed how The Futsal Partnership could reach Goodman’s grand goal of coaching one million children per week through his franchise network. Bespoke plan and solution Together with his franchisees, Goodman and PayKeeper discussed the problems the network was facing across the franchise. The discussions lead to a plan to help create a solution

and to switch all their accountancy tasks to PayKeeper to enable the level of support required to take the company to the next level. Through a series of face-to-face discovery, review and implementation meetings PayKeeper looked at every aspect of the franchise to help Goodman create consistency and transparency. Together with the accountancy service provider Goodman figured out how to create more efficient processes to speed up the time it takes to manage finances, what the key areas each franchisee needed to learn to effectively run their business was and how they could encourage customers to pay in a timely manner. Making finances easy And all these efforts certainly paid off. Today each Futsal Partnership franchisee has all the complicated

accounting bits taken off their hands. PayKeeper provides all the normal accountancy services plus bank reconciliations, bookkeeping and credit control. PayKeeper also acts as financial mentors on any business decision franchisees need help with. “Before, things were messy and disorganised,” says a franchisee. “We were not really doing things properly and we weren’t aware of what our books looked like and our debtors stacked up high. After adopting PayKeeper as our accountant, things became easy to manage, with less debtors and more organised. I have a better understanding of the books and what’s going on and I’m saving more money doing things the correct way.” Thanks to PayKeeper’s support the franchise is now in a better position and Goodman can focus on marketing. By being able to spend more time promoting the business opportunity,

After adopting PayKeeper as accountant, things became easy to manage, with less debtors and more organised

22 elitefranchise | AUGUST 2017

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Goodman had signed on seven more franchisees in April 2017, doubling the size of his business to ten franchisees in total. And The Futsal Partnership is continuing to grow. And a lot of it is actually thanks to PayKeeper. “They’re one of the biggest selling points to prospective franchisees,” Goodman says. Supporting new franchisees The reason behind this is because the help PayKeeper provides gives new franchisees confidence to deal with the scary parts of the business like the finances. When new franchisees come on board PayKeeper is able to deliver personalised training bespoke to The Futsal Partnership. PayKeeper has helped each new franchisee understand what it means to run a business in terms of responsibilities and the practical importance of cash flow management as well as how to use Quickbooks, the franchise’s cloud accounting software of choice.

And the franchisees themselves are really happy with the service, saying that the training sessions are ”a huge benefit to the new guys”, that they were “very well presented by a likeable guy” and that PayKeeper’s representative “wasn’t just someone talking at us, but who actually brought the subject to life.” Due to the impact on Goodman’s business, he’s now warmly recommending PayKeeper to others. “If you really want to get on with the running of your business plus the real personal touch I cannot recommend PayKeepers’ services enough,” he says. “I’ve used all sorts of accountants from the big four to other big companies and PayKeeper is really up there. My recommendation has nothing to do with them saving me a huge tax bill.” The Futsal Partnership today has over 30 people currently looking to become new franchisees and Goodman is expecting to take on board another large group to significantly increase the franchise’s size again in the last quarter of 2017.

To find out more about how you can benefit from your own tailored finance solution, call us today on 0330 111 66 33 or visit www.paykeeper.co.uk

AUGUST 2017 | elitefranchise

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Making light work

“The first 4 months have exceeded all my expectations and the forecast couldn’t be better!” Nigel - Shuttercraft Winchester

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The Management Franchise Everyone Is Talking About There’s never been a better time to invest in premium shutters! Our franchisees are already experiencing massive year on year growth as part of one of the fastest growing companies in the window covering sector.

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26/07/2017 14:47


Frank Milner CEO Tutor Doctor

Why some franchisees need to take the road less travelled When entering new territories, franchises require a different sort of franchisee: one happy to blaze a trail rather than follow a course others have trodden ranchising exists because franchisees are able to follow in the footsteps of others. The franchisor establishes the original business and then it’s piloted at arms-length before franchisees replicate the intellectual property. It stands to reason that most franchisees join established businesses where the model has been well proven and many others have joined the system before them. But when a brand first comes to a new country, there may need to be some variation on how the model operates – and somebody has to be the first franchisee, following no one and blazing a trail that others will follow. The first franchisees to join the new venture are likely to need a different approach and skill set to those who will get involved once the business is established. As we enter into more countries for the first time, the major quality that I look for is what I refer to as the ‘pioneer spirit’. One of the biggest elements of the pioneer spirit is the upfront understanding that there will be hiccups along the way. Rather than getting frustrated at this eventuality, the pioneer franchisee is able to communicate openly and constructively to effectively pave the road for those that come after them. The early franchisees to join a network will likely be more risk orientated, more entrepreneurial and will also see themselves differently. As an early franchisee, the share of the overall franchisee voice that they command will be greater. This can be appealing to a prospective franchisee so it's important that the franchisor engages with pioneer franchisees and listen to the contributions they seek to make. At this dynamic

stage of the business, vital lessons can be learned that can lead to the future success of the entire network. Franchisees who help to develop a business in a new country are different to most franchisees. The pioneer spirit this type of character embodies is unlikely to seek an opportunity with an established business, preferring to be involved in the early development stages. They may also not wish The pioneer to stay with the business for the franchisee is able to long-term. Once the franchise is communicate openly established the early joiners may and constructively become frustrated as the pace of to pave the road for change slows and the business those that come after settles into the replication of a proven system. Their frustrations can make for difficult relationships unless the franchisor is able to recognise and accommodate their entrepreneurialism by allowing them to take a mentoring role for others or be involved in the research and development of the business. So just because a franchise network doesn’t have tens or hundreds of franchisees it doesn’t mean it’s not a great opportunity. For the right individual with the right skills and mindset, being a pioneer in a new country can present a commercial and competitive advantage. August 2017 | elitefranchise

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Nigel Toplis managing director The Bardon Group

Pride is not enough: how we can continue to champion franchising Ten years after stepping down as chairman of the bfa, Nigel Toplis explains why there is much more work to be done to raise the profile of franchising in the UK

espite its longevity and the awareness of many franchised brands in the marketplace, franchising doesn’t have the profile it should considering what a powerful concept it is. The sector generates over £15bn a year and employs 371,000 people in 34,000 franchise units across the UK. Research conducted by the bfa showed that consumers would prefer to use a franchised business by a factor of two to one – if only they knew which businesses were franchised. The bfa has done some excellent work over the years and it remains committed to doing the right thing for franchising, including accreditation, promotion and protection but members cannot be complacent. We have to continually improve and I believe there are a number of things we as a franchise community could do

Members cannot be complacent: we have to continually improve

to further raise both the profile and reputation of the franchising sector. First and foremost, I’m a great believer that the concept of franchising could hugely benefit from establishing franchising ambassadors to work with regional development agencies, chambers of commerce and other organisations of influence to promote the benefits of becoming a franchisee. The more we bang the drum, the more people learn about franchising: the more people learn about franchising then the more quality potential franchisees will become available. I would also like to see a strengthening of the bfa certification for good franchising and the introduction of an ombudsman scheme for franchisee complaints. Both of these positive actions would increase the brand value of franchising. There have been odd – and sometimes very odd – attempts to engage politicians and educate them about the benefits of franchising and its potential to regenerate the economy. We have to make serious and concerted efforts to gain significant recognition from national

government. Those of us who are passionate about franchising must join together to champion the benefits of franchising to enterprise, job creation and the development of a stakeholding society. My final area of focus would be the creation of a British Institute of Franchising to recognise the achievements of all those engaged in the management and professional support of franchising – a body of learning, teaching and recognition. The whole focus of this new institute would be to place franchising at the centre of business choice and not on the periphery. I am proud to be a franchisor and I am proud of the support we give to our franchisees but the time has come when pride in itself is not enough. As an entity those of us in franchising have to do far more. We owe it to the sector to do more to raise awareness of franchising, promote ethics in the industry and drag local and national government out of a condition of ignorance and persuade academia to treat franchising with the respect it deserves as a proven business model. AUGUST 2017 | elitefranchise

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ADVERTISING FEATURE

The most fun I’ve had working in 30 years J

ames Akin-Smith has been working for himself since 1984 growing and selling businesses including construction, wholesale giftware, software, and online retail. He sold his last business in 2009, the second most visited branded lingerie retailer after Figleaves and retirement loomed. “By lunchtime on my first day of retirement, I knew it wasn’t for me,” Akin-Smith says. “I’d always been so busy, even my hobbies weren’t enough to keep me entertained. That’s when I started getting calls from friends asking for help with their businesses. In my previous 25 years as a business owner, I’d come across many of the scenarios and challenges my friends were telling me about.”

would be a valuable formula. I did my homework, reading about ActionCOACH and watching videos from Brad Sugars, their global founder and chairman. Brad had taken complex business theories and made them accessible in bite-size chunks. I began to feel fired up.” In-depth research Akin-Smith didn’t let himself get carried away though. He spoke to a dozen action coaches including one person who had exited the franchise without making it a success. He understood why failure had happened and wasn’t frightened by the feedback. “I also spoke to ActionCOACH clients

as part of my decision-making process,” he says. “I had been a busy business owner and could see how having a coach should help. I was pleased to hear every client confirming that using ActionCOACH had made a massive difference to their business results and, therefore, their personal lives too.” After four months of research, AkinSmith made up his mind to go for it after a conversation with a close friend and former business partner who made him realise that the franchise could have been tailor-made for him. Just five days later, he was about to begin one of the most intensive development sessions of his life. The thrill of seeing a client win an award

Trusted adviser Akin-Smith spent the next few years as a general business mentor, enjoying being a trusted advisor but feeling lonely much of the time as he often worked on his own. But that changed in 2013 when he came across ActionCOACH. “I didn’t want another job but I did miss being part of a larger group,” Akin-Smith says. “I had never heard of business coaching as a profession but I could see how beneficial it would be to have someone to ‘unpack’ a business with and discuss more than the usual topics of finance with an accountant or funding with a venture capitalist. “As I looked into the franchise, I was impressed with the systems and processes I could tap into for both myself and my clients. I thought the combination of my business battle scars and ActionCOACH’s strategies 28 elitefranchise | AUGUST 2017

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ADVERTISING FEATURE

on coaching or meeting prospects and I spend the rest of my time on selfdevelopment or enjoying my free time. It’s ideal as I’m picky about detail but am not actually very good at pulling off the accuracy needed for an admin role. I’ve looked at what I do well naturally, found my flow in being with people, leading and being creative.”

James enjoying family time

My PA makes sure I can concentrate on coaching or meeting prospects and I spend the rest of my time on self-development or enjoying my free time Initial training “ActionCOACH’s initial training was shatteringly hard work,” he says. “It wasn’t two weeks about business, it was two weeks of getting to know what was going on inside my head - it was transformational. I mixed with new and established coaches from around the globe and it was one of those times in your life you’ll never forget. “I returned to my home in Poole, Dorset, to start my new business. If I was going to do this, I was going to do it whole heartedly. I have a franchise territory that covers South West England but the majority of my clients are within a 10-mile radius of the timber-framed garden office I built over 20 years ago. “I began my marketing in earnest and got my first client using ActionCOACH’s exclusive client generation centre. I found that, as is typical with many

business interactions, people buy from people. As an action coach, my clients place about 80% of their decision on buying from me and 20% on the great tools I’m offering through ActionCOACH. “Through networking, referrals and affiliate partnerships, by year two I reached break even and took a good salary. In year four, I have reached 70% client capacity and I’m now making it a personal challenge to see where I can grow. My target is to be in the top 2% of action coaches worldwide.” Akin-Smith previously employed his wife, Sarah, in the business for admin and marketing support but his new mission has seen him employ a full-time PA to this role and more including social media and a customer relationship management system. “This is the most fun I’ve had working in the past 30 years,” he says. “My PA, Aimee, makes sure I can concentrate

Personal time Living very close to Poole Harbour on the South Coast, Akin-Smith regularly takes part in keelboat racing fitting his flow nicely as a team sport with strong camaraderie. He encourages his clients to find personal time to do something fun and he leads by example. A trimaran canoe trip down the coast of Tanzania with his son, Rowan, or taking a helicopter to find the best powder fields for skiing is just two of the ways James has recently taken time out for himself. “I don’t think I’ll ever retire, the mental stimulation is so important to me,” he says. “While I can add value to my clients, I will continue to work five days a week. I never saw myself as a caring and sharing person before joining ActionCOACH but now I’ve seen how personal lives can be enormously improved by what we do with a business owner, it’s incredibly satisfying. I also never saw myself as a typical franchisee – I can’t resist zigging when others zag – but why would I turn down the support from the ActionCOACH team and a worldwide network of coaches? Why not make it easier on myself?” If you’d like to enjoy running your own business and you get a buzz from helping others succeed, love learning and developing yourself and have enjoyed success in your career or sport, then find out more by watching the 6-minute overview video at actioncoach.co.uk

AUGUST 2017 | elitefranchise

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04/08/2017 16:16


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Our training academy trains to National Training Federation of Property Professional Clever marketing marketing has helped has helped our franchisees our(NFOPP) franchisees to to n intensive HomeXperts isindustry-leading the only property franchise standards. n Impressive achieve profitability and sustainable businesses. delivering anProfessional monthly programme n nnClever of Continual Development. 12 weeks Kick Start programme to guide new Our intensive training academy trains to National Training nachieve Federation of Property Professional (NFOPP) HomeXperts is the only property franchise standards. n Impressive achieve profitability profitability and sustainable and sustainable businesses. businesses. delivering an industry-leading monthly programme of Continual Professional Development. weeks Kick Start programme to guide new n 12 franchisees through their business set upNational process. intensive training academy trains to Training Federation of Property Professional (NFOPP) HomeXperts isindustry-leading the only property franchise standards. n Impressive delivering anProfessional monthly programme nn Our of Continual Development. 12 weeks Kick Start programme to guide new franchisees through their business set up process. 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Federation Federation of Property of Property Professional Professional HomeXperts is the only is the property only property franchise franchise standards. n HomeXperts n delivering an industry-leading monthly programme of Professional Development. Franchisee Support 12 weeks Kick Start programme to guide AnContinual individual launch marketing plan and marketing nstandards. n Serious Each franchisee has an On-boarding Manager to franchisees through their business set upnew process. standards. delivering delivering anFranchisee industry-leading an industry-leading monthly monthly programme programme of Continual Professional Development. Support 12 weeks Start programme to guide An individual launch marketing and marketing n Each n Serious franchisee has an On-boarding Manager franchisees through their business set upnew process. campaign enable franchisees toplan hit the ground guide themKick through the launch processes and to ofAn Continual of Continual Professional Professional Development. Development. Franchisee Support weeks weeks Kick Start Kick programme Start programme toprocesses guide toup new guide individual launch marketing plan andground marketing n n12Each n 12 n Serious franchisee has an On-boarding Manager to franchisees through their business set process. campaign enable franchisees to hit the guide them through the launch and new running. business development. Franchisee Support n An individual launch marketing plan and marketing n Serious Each franchisee has an On-boarding Manager franchisees franchisees through through their business their business set up set process. upto process. campaign enable franchisees to hit the ground guide them through the launch processes and running. business development. Franchisee Support n We work with youfranchisees tomarketing make your business a success. nn Monthly business reviews to discuss your progress. An individual launch andground marketing n Serious Each franchisee has an Manager campaign enable toplan hit the guide them through theOn-boarding launch processes and to running. business development. Franchisee Support n We work with youfranchisees tomarketing make your business a success. nn Each Monthly business reviews to discuss your progress. An individual launch andground marketing n Serious franchisee has an Manager campaign enable toplan hit the guide them through theOn-boarding launch processes and to running. business development. Serious Serious Franchisee Franchisee Support Support n We work with you to make your business a success. nn Monthly business reviews to discuss your progress. An individual launch marketing plan and marketing n campaign Each franchisee has an Manager guide them through theOn-boarding launch processes and to running. enable franchisees to hit the ground business development. To register to attend a Discovery Meeting near you,

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campaign campaign enable enable franchisees franchisees to hit Meeting the to hit ground the ground them guidedevelopment. through them through the launch the launch processes processes and running. business To register to Discovery you, nguide To join HomeXperts call us onand visit www.home-xperts.co.uk oranear email at usattend at franchise@homexpertsuk.com We work with you to amake your business success. Monthly business reviews to discuss your progress. running. running. business business development. development. To register to attend a Discovery Meeting near you, To join HomeXperts call us on visit www.home-xperts.co.uk or email at us at franchise@homexpertsuk.com n We work with you to make your business a success. n Monthly business reviews to discuss your progress. Tonregister to attend a Discovery Meeting nearayou, Tobusiness join HomeXperts call us onprogress. visit www.home-xperts.co.uk email at us at to franchise@homexpertsuk.com n We work n Monthly n Monthly Wewith work you with you make toyour makebusiness your business aorsuccess. success. business reviews reviews to discuss to discuss your your progress. To register to a Discovery Meeting To join HomeXperts call us on visit www.home-xperts.co.uk ornear you, email at usattend at franchise@homexpertsuk.com To register to a Discovery Meeting To join HomeXperts call us on visit www.home-xperts.co.uk ornear you, email at usattend at franchise@homexpertsuk.com To register To register to attend attend a Discovery a2016 Discovery Meeting Meeting near you, near you, To joinTo HomeXperts join HomeXperts call us call on us on visit www.home-xperts.co.uk or email at us attofranchise@homexpertsuk.com 2016 www.home-xperts.co.uk visit www.home-xperts.co.uk or or emailvisit at us at franchise@homexpertsuk.com 2016 email at email us atatfranchise@homexpertsuk.com us at franchise@homexpertsuk.com n

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Elite Franchise Advert January 2017.indd 1

02/02/2017 16:14:10

Elite Franchise Advert January 2017.indd 1 Elite Franchise Advert January 2017.indd 1 Elite Franchise Advert January 2017.indd 1 Elite Franchise Advert January 2017.indd 1

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Elite Franchise Advert January 2017.indd 1

02/02/2017 16:14:10

HOME003

02/02/2017 16:14:10 02/02/2017 16:14:10 02/02/2017 16:14:10

02/02/2017 16:39 02/02/2017 16:14:10


Tony Bowman managing director etyres

Franchisees should make fear their friend While it can be tempting to view your fears as a negative, learning to differentiate between rational and irrational ones can help you build a better business

I

record profit year is also pretty transient – but the fear of failure is t is commonly accepted that nearly always there. death, divorce and moving house So it is important to recognise that the fear of failure can be are the most stressful experiences the single most valuable motivator you have. But it should not be that anyone has to face. I would argue that regarded as a deterrent from going into business, especially if it is starting a new business is right up there in a franchise. In fact, what it can do is drive you to succeed: it can be the same category. In my experience, having your friend. ventured down this path on a number of Some fears are reasonable while others are not. You need to occasions, the most frightening part is identify your fear and work with it. Good fear is the kind that the fear that the new venture will fail and screams “don’t walk into a burning building” or makes you question that your investment, both financial and whether you have the right aptitude and mindset to run your own emotional, will be lost. All these fears are business. Bad fear is the kind that prevents you from entering a fully justified because, as Forbes Magazine room that has a spider on the ceiling or holds you back from moving points out, eight out of ten new businesses forward in life and reaching your goals because you are more afraid crash and burn within 18 months. of the failing than giving it your best shot. The key is to be able to I have two observations to make on this. recognise whether your fear about striking out on your own is a Firstly, if the new business is a franchise rational fear, before deciding if it can be managed or overcome that has been accredited and is a member with hard-work, determination and a good of the bfa, the failure statistics are business plan. dramatically different, with success being Most successful To be frank, if you don’t feel a little fear enjoyed by a massive 95% and only a tiny 5% when you make a decision to launch your failing. Secondly, most successful people people rate the own business, then you are probably not rate the fear of failure as a more powerful fear of failure as putting your whole heart into it. So don’t motivator than the thrill of success. The let fear paralyse you: see it as a call to elation experienced by winning a race or a more powerful and let it drive you forward, instead beating the opposing team only lasts until motivator than the action of standing in the way of you achieving the next race or game. In business, the your ambitions. pleasure of winning a new order or having a thrill of success August 2017 | elitefranchise

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04/08/2017 17:43


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Despite its tender age, novel kids’ role-playing franchise Little Street is proving to be a smash hit with children and franchisees alike

Streets ahead BY JOSH RUSSELL

W

hile the founders of Little Street, the children’s play centre that encourages kids to role-play in a miniature town, had discussed the idea of running their own business, it was only when ill health struck that they decided to make a go of it. “My husband was diagnosed with epilepsy, which meant he lost his driving license,” says Hannah Elbaum, the franchise’s co-founder. “So suddenly he had to leave his job and his career options were limited.” As Elbaum had previously worked in HR and project management and her husband Shay in hospitality management, they knew they had the skills needed to build something new. But given they had young children to look after, the couple knew they had to find an opportunity that fitted around family life. “We were looking at ways we could both work but also be around to raise our own kids,” Elbaum says. Sometimes entrepreneurs find that the perfect business concept is right under their noses but the Elbaums ultimately found their inspiration considerably further afield. “We were on a holiday and went to a soft-play centre that happened to have a few role-play rooms,” she says. “We were completely blown away by the concept.” And when some cursory research revealed that there wasn’t anything like it

34 ELITEFRANCHISE | AUGUST 2017

back in Blighty, the couple realised this was the perfect opportunity to bring something completely new to market. “From that moment, we knew we were going to do this,” she says. “We started planning the day we landed in the UK.” And this didn’t just involve jotting down a quick business plan on the back of a napkin. “We knew fairly early on how we wanted it to look and how we wanted our customers to engage with the facilities,” says Elbaum. “But for the actual operational side of running the business, we had to do a phenomenal amount of research.” Many hours of late-night googling and phone calls to the council helped the entrepreneurs iron out everything from health and safety requirements to the kind of coverage they would need from insurers. And resolving to research the new business’s potential market, they also put out a SurveyMonkey questionnaire on Facebook and local parenting groups. “1,000 people responded and gave us feedback about their pricing expectations and what their priorities were in terms of children’s play centres,” Elbaum says. “That enabled us to start doing our financial model and working out what our break-even point and pricing would be.” However, one thing became clearer than anything during this initial research: the benefit that role play


Little Street

can bring for developing minds. “There’s a huge amount of research about the importance of role play,” says Elbaum. “It helps children to grow their confidence, develop future language, learn about sharing and play in a way that builds leadership.” Not only has this seen role play increasingly embraced as part of the early-years curriculum but Elbaum believes it can also be invaluable in helping more anxious children make sense of the world. An example she gives is when her daughter felt apprehensive about their first holiday abroad, she and her husband showed her photos of the airport and role-played various scenarios that they would encounter while there. “Role play really helps children to understand their place in the world and what’s going on around them,” she says. “That’s invaluable to kids that suffer with anxiety.” And without a doubt this has shaped the creation of Little Street. Every element of its service is tailored around creating a rich world to spark kids’ imaginations: Little Street’s 90-minute sessions allow children to play at being builders, firefighters, doctors or posties all within a miniature town. “We invest heavily in bespoke play equipment that you can’t buy off-the-shelf,” Elbaum says. “We also spend an awful lot of time designing and developing bespoke graphics, which really brings the playroom to life.” However, the business isn’t hoping to stimulate just little minds: its play is also designed with parents in mind. “A lot of the local SureStart centres found they had parents who weren’t really sure how to interact and play with their children,” says Elbaum. “So when we designed Little Street, we very much wanted to create an environment that enabled parents to role-play alongside their kids.” Understandably as word got out about this new play concept, a real buzz began to build around Little Street – and this was without much real effort on the part of the franchise itself. “We agreed to have a fairly soft opening because it would enable us to fine tune things,” says Elbaum. “But from the moment we opened we were pretty much full.” And while Little Street has recently begun to experiment with using marketing to build its brand and grow its reach, the viral growth it has been seeing has brought in AUGUST 2017 | elitefranchise

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Little Street

customers from far and wide. “Aside from printing a few thousand leaflets, we didn’t spend a penny on advertising,” Elbaum says. “From there, it just grew from word of mouth: it just went mad.” In light of this demand, it was inevitable that the Elbaums would soon be looking to expand and one model clearly suited Little Street better than any other. “From the day we opened, customers were saying ‘do you franchise?’” says Elbaum. “And you can grow quicker with financial investment from others: we knew we could open more by franchising.” While the couple were advised to wait until they had a longer trading history, by the time they started to investigate opening their second corporate-owned location it became clear that a franchisee would be much better placed to run a centre in a new area than they would. “What works so well with Little Street is that we really know the area and the community,” Elbaum says. “Franchising meant you would have local families running those centres and we would retain that family feel to each of the individual Little Streets.” From here franchisee recruitment began in earnest and it’s safe to say the entrepreneurs had certain characteristics in mind when filtering through candidates. “They needed to like children and be good with people,” Elbaum says. “Then on the business side of things, we look for people that are very self-motivated, ambitious, determined, enthusiastic and have a desire to run their own business.” And once it has found the perfect prospective franchisee, Little Street provides comprehensive training to help new recruits get up to speed, beginning with things like accounting, IT systems, marketing and

It’s been a phenomenal response: it’s far exceeded expectations and we’re really thrilled

recruitment. “Then franchisees spend time on one of our other sites and we give them hands-on training on the dayto-day operations,” says Elbaum. “And when they open their own centre we provide further training on site to them and their staff.” While it’s still relatively early on in the Little Street story, the company has already opened two franchised outlets in West Byfleet and Maidstone and is proving to be a smash with customers and franchisees alike. “It’s been a phenomenal response: it’s far exceeded expectations and we’re really thrilled with it,” says Elbaum. Not only has the franchise received rave reviews on social media but even though it has done very little promotion of the franchise opportunity itself, it has already been inundated with enquiries. “From a franchise point of view, the number we’re receiving blows my mind,” Elbaum says. “We probably get upwards of 20 every week.” Despite this, however, Elbaum would rather focus on sustainable growth than spreading Little Street too thin. “We’re never going to open 100 Little Streets in a year,” she says. “If we can open five in 2018 that would be good growth: it would never be more than ten.” And the franchise is increasingly receiving enquiries about international expansion: while Little Street isn’t quite ready to become part of the global village just yet, the entrepreneurs are beginning to plan what form this would take. “We’re starting now to explore what it would mean and what it would look like to expand internationally,” Elbaum says. “That’s not on the agenda this year but certainly that’s how we foresee growing the business.” Given how it has grown in just three short years, it’s safe to say that Elbaum is ecstatic with Little Street’s success. “It still surprises me the level of interest that we’ve had,” she concludes. “It makes me a little bit lost for words and I have to pinch myself.”

36 elitefranchise | August 2017

One to watch.indd 3

04/08/2017 17:45


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ADVERTISING FEATURE

From royal navy diver to business driver W

hen Nigel Luke left school he spent almost 11 years in the Royal Navy working within warfare operations and then as a diver. Luke then spent around three years working within IT recruitment which lead him into the project management environment where he spent the last 12 years working as a project manager for a number of organisations. Immediately before taking up his Shuttercraft franchise Luke was working at Trapeze UK, a software systems

integrator within the transport sector. When Luke decided to step away from his job and start something for himself, he wanted an opportunity to maximise his own potential and enjoy being his own boss around his young family. Franchising seemed like the best option for him as it minimised many of the risks inherent in starting a business by himself as he would become part of an established organisation and brand with proven processes and procedures.

“I began by researching the area thoroughly,” says Luke. “I registered with multiple organisations associated with the bfa. I talked with a variety of franchisors until I was comfortable enough to take the next step. “ That next step was Shuttercraft UK, based at Micheldever. The close proximity to him allowed Luke to easily meet up with the senior management, find out how the teams work and fully understand how the franchise operated. “I started to look at it as a really viable option,” he says. “I wanted to do something for myself within a trusted and established national brand yet being delivered by local independent business owners. He also liked that the company also manufactures shutters under the S:CRAFT brand and utilises their extensive market knowledge so that franchisees are provided with the highest levels of support, including an on-going marketing programme. “I felt very comfortable at the outset from the initial conversations I had with Sean Goldsmith, franchise manager at Shuttercraft, and the rest of the senior management team. I believe the shutter market has a huge potential and is still very much in it’s infancy within the UK, so plenty of room for growth.” While his wife is not directly involved in his new venture at them moment she may will be come more involved as she has a marketing background. “So I’m sure she can offer benefits to the business, whilst trying to balance that against looking after our two small boys,” says Luke. Training & Support When asked about the training and support aspect of the Shuttercraft franchise Nigel has nothing but good things to say. “It has been really good,” he says. “I appreciate that I have a lot to learn as my background is from outside of this sector, but Shuttercraft is well organised and the much needed support is there for me when I need it.”

38 elitefranchise | AUGUST 2017

Shuttercraft Advertorial Aug.indd 1

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Highs & Lows “Starting any new business is a huge challenge,” says Luke. “I’m still in the throes of establishing all of the relevant elements of the business which is an ongoing task, but the right support is always available so I’m dipping into it on a weekly basis. “I raised the finances via my own personal savings and a bank loan but I’ve also secured an overdraft facility with NatWest to ensure a very healthy and positive cash flow.” Asked if he has experienced any highs with his new venture yet, Luke smiles. “Just seeing all of the elements starting to come together, from the initial setup, to where I am now has been incredible,” he says. “We still have a way to go but the initial signs are good plus I have already hit my half year sales forecast within four months.” Future Plans So what are Luke’s future plans at this early stage? “I want a solid first year which I can already see exceed the forecasted projections,” he says. “Then if all goes well I would like to expand on what’s been initially achieved and drive my part of this business forward.” What would his advice be to someone thinking of buying a franchise? “Do what I did and research, research, research. Most people have transferable skills so you don’t necessarily have to look within your comfort zone or background.” Luke’s territory extends from in and around Winchester to the surrounding New Forest area, touching on Wiltshire and Dorset. He obviously has an ambitious growth strategy and is already looking at his next territory. He works closely with the company’s surveyor and fitter, supported tirelessly by the backroom teams in Micheldever when it comes to those crucial elements which underpin his business. “My job is to make people aware, so they can come to their own decision but be inspired by what is available for every room in the house,” Luke says. “A site survey is key to understanding what options would work best for frames, fixings and configurations. We offer a friendly effective service in a nonpressurised sales environment – it’s a good business model.” Luke may have closed the curtains on his former career, but his new business

is proving an enlightened choice. Shuttercraft is one of the UK’s leading window shutters franchise companies and is offering highly profitable franchise opportunities in selected parts of the UK. After having originally been established in 2012, Shuttercraft re-launched the franchise in 2016 and made a considerable financial investment into re-branding the business, implementing next generation IT systems and investing in key staff to take them to the next level. The company made this investment due to the extraordinary growth of the UK shutter market and felt that by investing now they would future proof the business. As a company they have grown by 30% each year, which is extraordinary considering that the UK shutter industry is still in its infancy. As a Shuttercraft franchisee you will not be fitting shutters; your role is to effectively manage the business on a day to day basis, managing one to two fitters while you will focus on developing relationships in your local area. Ideally you will already have some management and sales experience. However, Shuttercraft do offer full training and support to help franchisees develop their sales and marketing skills. Good communication and interpersonal skills are essential and franchisees must be prepared to work hard, follow the franchise’s system

and be fully committed to getting the business off the ground in their assigned exclusive territory. You will benefit by having the ongoing support of a fantastic, industry leading brand, and a highly effective head office support team which includes specialist multi-level franchise support, outstanding marketing & sales training and a dynamic logistics and Customer service team. The Market Shutters are the fastest growing and most on-trend window coverings segment available today in the UK. In the U.S. one in every six windows is covered with a shutter whilst in the UK it is estimated that the plantation shutter market is now worth approximately £60-80m per annum. To learn about this exciting management franchise opportunity book a call with us today via: www.shuttercraft-franchise.co.uk/ book-a-call/ or simply visit www.shuttercraft-franchise.co.uk to find out more. Alternatively why not call our Franchise Manager, Sean Goldsmith on 01962 280 505 or email him at: sean@shuttercraft.co.uk, what have you got to lose?

AUGUST 2017 | elitefranchise

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Franchising coffee

Spilling the beans BY ERIC JOHANSSON

While traditionally a nation of tea drinkers, thanks to the efforts of franchises Britons have increasingly turned to coffee as their beverage of choice over the last two decades

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rom baristas serving up steaming cappuccinos to franchisees selling lattes out of vans, there certainly seem to be plenty of opportunities to make a killing peddling coffee in the UK. “We’ve seen an explosion in coffee shops,” says Carl Reader, affiliate forum chairman of the bfa, author of The Franchising Handbook and director at Selling a Franchise, the franchise-purchasing website. And the numbers back him up: Allegra World Coffee Portal, the consultancy researching the global coffee industry, recently estimated that coffee shops are poised to outnumber pubs by 2030, effectively making them the new local. And this trend has been spearheaded by franchises. “They’ve changed the public expectation from paying 50p or £1 for coffee served in a really small cup to a £4 experience,” says Reader. However, franchises like Starbucks and Costa Coffee would have been unable to transform the UK’s dietary preferences if the market hadn’t been ripe for disruption in the 1990s. “If you’d swung by a traditional café back then your options would’ve been between tea and bad-tasting instant coffee,” says Reader. Coffee does have a long history on these shores with the first coffee house opening as early as 1651. Nevertheless, tea became the warm brew of choice because few colonies occupied by the British Empire could grow the beans. This left Britons with a poorer coffee culture than the ones enjoyed by their neighbours on the continent. Fortunately, it also provided the perfect opportunity for franchises to deliver the shot of creativity that would wake up the market. “Costa in particular deserves a lot of credit for changing this,” says Reader. “The way it franchised allowed Costa to open lots of stores with revolutionary, great-tasting coffee fast and quickly build massive brand awareness.”

Tea may still be a national treasure but there has definitely been a migration from tea to coffee Jeffrey Young, Allegra World Coffee Portal

And it’s not difficult to see why these shops became so popular. “There are a lot of reasons why it happened,” says Jeffrey Young, managing director of Allegra World Coffee Portal. “Coffee bars created an extension of people’s homes where – thanks to mobile phones and laptops – people increasingly chose to hang out and work.” He’s hardly the only one pointing out coffee shops’ rise as social venues. Back in 2014, Andy Harrison, then-CEO of Costa-owner Whitbread, stated that the java boom was caused by women having more spending power and that they’d rather socialise over a latte than spend time in male-dominated pubs. Another reason could be that modern coffee houses actually provide a better bang for your buck. “People may feel a bit ripped off when they have to pay £2 for a cup of warm water and bag of tea when they could get a hand-crafted latte from a barista,” says Young. “Tea may still be a national treasure but there has definitely been a migration from tea to coffee.” But an industry cannot change an entire nation’s beverage of choice by simply providing a place for people to meet. To be truly successful vendors have to be close to their customers, which is something franchising lends itself particularly well to. “Franchising allows companies to scale much faster to where their customers are than brands that just grow organically,” says Reader. While coffee shop franchises excel at rapid expansions, mobile franchises like Coffee-Bike and Cafe2U have taken it one step further by literally bringing their stores to customers. “And they also benefit from franchising because the franchisee is usually the one operating the bike or the van,” Reader says. “That means that they are far more motivated to complete their rounds than regular employees would be.” Given their ability to grow exponentially and the drive of their franchisees,

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Franchising coffee

it’s hardly surprising that franchises have had such an impact. However, despite the British public’s new taste for high-quality coffee, it has become increasingly hard for franchises to make the cut as the market is slowly becoming saturated. “There’s no room to be mediocre in today’s world,” says Young. Not only are big chains facing competition from independent artisan coffee houses but smaller franchises are also skimming some froth off their profits. “The companies that used to be one-offs are becoming boutique chains,” says Young. “And as they scale they take market share from the big chains and from people who may have a shop but who lack the professional skills to run bigger businesses.” In other words: there’s still room for franchisors with the right skills to brew success even if the market is crowded. And it's not difficult to see just why new franchises have the edge over the competition. “There may have been a backlash against the big chains but people still don’t want to risk going into an independent shop where a barista could take half an hour to make coffee,” says David Hodgetts, co-founder and director at Triple Two Coffee, the coffee franchise. He doesn’t just think that nimbler franchises have an advantage over standalone brands but also that they can be more agile than larger chains. “The reality is that companies like Starbucks and Costa are too big to change,” he says. “They won’t be able to adapt fast enough.”

But even though coffee franchises are going from strength to strength, that doesn’t mean that they aren’t worried about the future. “Brexit will affect every business in the UK,” Hodgetts says. “We’ve met a lot of people who have doubts about starting a franchise because they fear Britain’s divorce from the EU.” It’s easy to see why there may be some trepidation as putting an end to free movement could make it harder to source talent. In fact, the British Hospitality Association warned in March that the hospitality sector is so reliant on workers from the EU that it would take ten years for chains like Pret A Manger to replace its current talent pipeline if it was cut off from

The reality is that companies like Starbucks and Costa are too big to change David Hodgetts, Triple Two Coffee

the continent. And that’s not the only hurdle coffee franchises have to overcome. “Brexit also has a shortterm effect on supplies,” says Hodgetts. “Obviously a lot of them come from abroad and their prices have increased a lot.” On the other hand, Brexit may actually provide British franchises with a golden opportunity to boost their profits. “Whenever there’s an economic downturn, the spending on some products goes up,” says Reader. Researchers at Texas Christian University dubbed it the ‘lipstick effect’ after they noted that people buy more beauty products during recessions. Similar trends have been noted in the UK where people enjoy more cheap thrills like sparkling wine, fashion and takeaway coffee when they were on a tight budget. “People may eschew dining out and treat themselves to a coffee instead,” Reader says. In fact, the coffee-shop market grew by over 6.9% in 2016 despite the economic downturn, according to Allegra World Coffee Portal. So even though there may be some clouds on the horizon, the industry still has plenty of reasons to remain bullish about its future. It’s clear that not only is this simmering coffee culture here to stay but that franchises have a huge role to play in satisfying the nation’s caffeine cravings.

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FANCY TRADE PRICE LUXURY HOLIDAYS? WHY NOT RUN YOUR OWN TRAVEL BUSINESS?

To find our more call us today on 0121 200 5561 www.familyholidaysfranchise.com opportunities@familyholidaysfranchise.co.uk

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Start your own ecommerce business today and benefit from our expertise Register to attend our free Discovery event and learn how to... set up a tax-efficient ecommerce franchise business select the right products at the right price create your own brand and portfolio of products sell your products via established ecommerce platforms make your own business a saleable asset in the future

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“

I want to grow my business as the family grows and feel that with Platinum Business Partners there are real opportunities to develop. Having my own ecommerce brand fits well with my work I do for clients and I’m excited about the potential for the future.

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why OSCAR... Call now for a FREE Information pack 0800 068 1106 discover@oscars.co.uk www.oscar.co.uk

Unique Pet Food Business Opportunity to pet owners who just love their pets Extensive Range of Pet Products • Multi billion industry • Home delivery • Work from home • Exclusive territory • Intensive training • Advice from experts • Repeat business • Ongoing support • FROM £8,995 plus VAT

YOUR CHOICE YOUR BUSINESS Build a franchise to suit your own level of expertise and skill set • Personalised • Flexible • Exclusive

Looking for a management franchise?

e: franchise@jacksonfire.co.uk

w: jacksonfire.co.uk/franchise

t: 01352 755 866

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BODYSTREET

Shocking fitness BY ERIC JOHANSSON

With its electrifying workouts and radiating business model, Bodystreet has blasted a trail across Germany. Now Mark Holland has brought the franchise to the UK Zapping people’s bodies with electricity to make them fitter and stronger may sound more like the plot of a superhero movie than a viable business model. However, the German fitness franchise Bodystreet has not only supercharged clients but also its profits by opening hundreds of franchises in its native country over the last decade. And now the company is hoping to replicate this success in Britain with the help of its UK managing director Mark Holland. And it’s safe to say that he’s no franchising rookie. “I’ve been in the sector for almost 20 years,” he says. Having clocked up time at franchises like ChipsAway, Oven Clean and Cartridge World as well as spending five years as a franchising development consultant at The Franchising Centre, Holland has a solid understanding of what to look for in a franchise. “I’ve spent a lot of time advising people on the right way to franchise their

businesses,” says Holland. And given his extensive experience, it’s hardly shocking that he would recognise the potential of Bodystreet. His interest was first sparked after he’d tried electro muscle stimulation (EMS) training for himself. “I came across the technology two years ago,” says Holland. “As a keen cyclist who hates going to the gym, being able to maintain my physique by just going once a week for 20 minutes was very intriguing.” And he’s hardly alone in being fascinated by the concept. While the technology has been around for over a century and was famously used by Soviet elite athletes in the 1960s, the concept of sending electric impulses through muscles and forcing them to contract has recently had a bit of a renaissance. Over the years, celebrities like Madonna and sport superstars like Usain Bolt have publicly incorporated EMS into their workout routines. But despite knowing this, Holland was stunned to find out just how powerful it was. “It was crazy,” he says. “It was really the most effective workout I’d ever had.” Following the experience, he was understandably energised when he heard the news that Bodystreet was looking to expand its franchise onto these shores. Still, years of franchising experience had taught Holland to never invest in a franchise without doing the due diligence. Fortunately, Bodystreet didn’t disappoint. “For a franchise that’s just ten years old, they have really perfected their system,” he says. Once Holland got a chance to speak with the franchisor and current franchisees, he became even more convinced that this was an opportunity too good to walk away from. “Their energy and enthusiasm was a huge attraction,” says Holland. “Seeing how committed they were to supporting their franchisees I just knew that they’d support me too.” That’s how in early 2016 the franchising veteran took the plunge and became the master franchisor of Bodystreet UK. Kicking off his new franchising adventure, Holland’s faith in the franchisor’s support was

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It was crazy. It was really the most effective workout I’d ever had

soon vindicated as he set out to learn everything he could about the model. “I went on exactly the same training that every franchisee goes through,” he says. The three-week course took place in both Munich and in the UK and not only did the training include intimate details about the franchise, it also saw him receive hands-on instructions on how to use the EMS technology. “And all this was very important because while I did understand franchising, I didn’t understand Bodystreet’s model,” says Holland. Armed with this new knowledge and the ongoing support of his franchisor, Holland ventured back to the UK in search of the best location for the franchise’s first studio. “I was looking for an environment that mirrored the German market,” says Holland. It didn’t take him long to select Milton Keynes. Not only is the Buckinghamshire town full of time-pressed consumers who would benefit from Bodystreet’s workouts, the community is also no stranger to new technology. Over the last year alone the town has been the backdrop for self-driving cars and smart trafficlight trials. “In other words, Milton Keynes is the kind of place that accepts new things and that wants to be at the bleeding edge,” says Holland. Nevertheless, there was still one hurdle to overcome before opening the doors to Britain’s first Bodystreet studio in July 2016. “There were some things that I was convinced that the British public wouldn’t accept,” he says. One of those things was the fact that German Bodystreet studios were very open, meaning that people passing could see the people working out. “And to me, that would be too much for the more reserved Brits,” says Holland. “Luckily the franchisor convinced me to skip putting up blinds and frosted windows and to trust the German model. And they were absolutely right to do so.” Not only did the open space make the customers feel more safe when they worked out alone with their personal trainers, it also helped create a buzz around the company as people saw what happened in the studio. Having opened its doors in the middle of the summer, by autumn the studio had proven to be a hit. “Any fear that Britons would be different from the Germans were unfounded,” he says. “Everyone who’s tried it went ‘wow’.” This became even more apparent in October when the studio broke even, just months after the launch. “It just proved that the system could work anywhere as long as you replicated it,” he says. AUGUST 2017 | elitefranchise

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But proving the franchise model’s potential was just the first step. Knowing this, Holland didn’t rest on his laurels to start looking for his first franchisees. “We used the regular marketing methods like Franchise Direct, the Franchise Expo and on several online portals,” he says. And the offering certainly received a lot of attention. For instance, one of Holland’s old business associates used to work at a company that funded franchises and when the new master franchisor sent his buddy a business plan to evaluate the company, his acquaintance ended up being so impressed that he asked to become a franchisee himself. “He phoned me up and said that my business plan looked brilliant and could he please

Any fear that Britons would be different from the Germans were unfounded

have one,” Holland laughs. That’s how Bodystreet ended up having three franchises up and running by early 2017. And given his experience in the world of franchising, Holland is understandably quite particular about the people manning the company’s studios. “Every business leader needs three skills to make it work: sales and marketing, knowing how to operate the company and genuine business acumen,” he says. “What I’m looking for are people who can show me two out of those three qualities.” The way

he sees it is that if a candidate has experience working in the gym sector and can demonstrate a keen nose for business but lacks the skills to make sales, that’s something Holland can teach them. “However, if they have just one of those skills then that is going to mean that we’d have to do their work for them,” he says. “And not to sound flippant but that’s not a franchisee: that’s an employee.” Having secured his first batch of talented franchisees, Holland is now actively looking towards future expansions. “We have three more franchisees signed up already: one in Gibraltar, one in south-east London and one in Birmingham,” says Holland. “And we have four more confirmed to start their training later this year.” By the end of 2017 Bodystreet aims to have 12 units up and running. However, given the impressive growth of the franchise in Germany, Holland is optimistic about how much the company can spread even more in the upcoming years. “My personal goal is that we will have 200 studios by 2020,” he says. “The time for Bodystreet is now. The UK population will not get less busy or overweight and we offer a solution for these people.” His main takeaway from the journey so far is how Bodystreet has helped clients improve their health. “This is going to sound almost evangelical but we’re actually transforming people’s lives, helping them reduce the risk of diabetes and boosting their selfesteem,” Holland concludes. And with ambitious expansion plans in mind, the franchise is poised to change many more people’s lives.

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The Family Holidays Franchise

HOW MUCH YOU COULD EARN FROM TRAVEL?

If you like travel and holidays then that’s all we need. The rest we can teach. We set up our holiday business on £6,000 and now we sell over £20m holidays each year. And the best bit? We will be able to show you how to do the same! When you join the Family Holidays Franchise you will receive all the training you need to set up a lucrative travel business from home. And it doesn’t need to just be family holidays. We can help mould your business to your travel interests and those of people in your local area. UK consumers spend over £13bn on overseas travel each year and so it’s no surprise that a number of our sales staff book over £100,000 of holidays a month.

The running costs are very low and so get in touch so we can show you how to do the same! To find out more call Dale Randle today on 0121 200 5561 Or visit us at www.familyholidaysfranchise.com

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JOIN A LETTINGS, PROPERTY MANAGEMENT & SALES FRANCHISE WITH SIGNIFICANT EARNING POTENTIAL Your franchise package contains everything you need to get your business up and running: • Trading under the Almond Property Management brand name • A large territory for you to trade in • Full training on all aspects of the business • Signwriting for vehicle • First year’s membership to the Property Ombudsmen • 10 letting boards • 10 ‘For Sale’ boards • Software to run the business (first three months paid for) • Processes, systems and templates to run the business • Central and local websites • Stationery starter pack

01708 450192

We are looking to develop our existing operations through new strategic franchise partnerships with the right individuals. The Almond Property Management franchise will give individuals the potential to earn a significant income while providing a valuable service in their local area. We will provide you with support to build a successful business within your chosen territory. You will receive full initial and ongoing training, marketing and central and local websites so that you can hit the ground running.

For more information about the Almond Property Management franchise, submit an enquiry TODAY!

www.almondproperty.co.uk ALMO001

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CAN WE MEET YOUR NEED FOR WORK-LIFE BALANCE? “Being rewarded financially for a hard day’s work”

“Being able to see my daughters in their Christmas play for the first time”

“Growing my business to a second van with the support of my franchisor”

“Managing my own day, creating my own schedule but having the support of others when I need it.”

Build a successful, sustainable, year round, profitable business with a Wilkins Chimney Sweep Franchise. Call Louise on 03300 885769 or email to join a Discovery Day on franchise@wilkinschimneysweep.co.uk

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W anMedic established brand leaders Car is an established in the SMART market and brand leaders repair in the SMART has continued to grow despite repair market and has continued thegrow economic uncertainty of the to despite the economic last few years. With a stable and uncertainty of the last few years. probably improving economy it is With a stable and probably TIME TO INVEST in aitCar Medic improving economy is TIME TO franchise. INVEST in a Car Medic franchise.

We provide comprehensive training that gives you a recognised SMART repair industry qualification, ensuring that you can deliver quality repairs from your first day out on the road. Unlike many other franchises we do not have “sales commission fees” where the more you earn the more you pay, nor do we make additional charges for management services. Our fixed monthly fee ensures you keep more of your hard earned money and are not penalised for your success! If you are interested in finding out more about Car Medic please contact us, and we will send you the full information pack.

www.carmedic.co.uk/car-repair-franchise

08080 37 37 37

franchise@carmedic.co.uk

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ADVERTISING FEATURE

Clean up with a Techclean franchise If you’re looking for a business opportunity that is affordable, offers flexibility and isn’t dependent on any one market sector then Techclean could be the ideal choice

W

ith an established pedigree in cleaning IT equipment dating back to the 1980s, Techclean provides a specialist cleaning service for workplace desktops, communication centres and computer data rooms. Current customers range from big names like EDF, Disney and Porsche to universities, hospitals and the Public Service Ombudsman in Wales. Research shows that there are 200 times more bacteria on a computer keyboard than on a regularly cleaned toilet seat – in fact in many offices you’d be better off working with pen and paper in the ladies or gents than at your own desk. Additionally, the Centre for Disease Control and Prevention (CDC) estimates that up to 80% of all infections are spread by hand contact with contaminated surfaces and direct human contact. According to the 2016 CIPD Absence Management Report, absenteeism costs British businesses an average of £522 per employee per year. That’s around 140 million days lost to sickness absence across the UK in 2015 with colds, flu and gastric illnesses topping the table of causes. If

you combine this with the statistic that says 33% of people with contagious symptoms struggle into work rather than stay at home, it’s easy to see why providing a hygienic workplace is so important to productivity. General office cleaners may flick a duster over the keyboards and wipe around the desk but they can rarely achieve the level of cleanliness that is essential to keep bugs at bay and extend the life of the equipment. It takes the skill of Techclean’s specialist service to properly clean and sanitise desktops, telephones and communal electronic equipment such as photocopiers and printers. No previous experience is necessary to become a Techclean franchisee as full training is given. You just need to be good with people and have an aptitude for sales and marketing. Philippe Lafon has been running Techclean mid-Anglia for over 20 years. After a career spent in sales traveling all over the country, he was looking for a job nearer to home that involved technology. He heard about Techclean, liked the sound of it and hasn’t looked back since. “I hadn’t even thought about a franchise but after visiting the

Techclean head office I could see the potential,” he says. “I found the team to be really down to earth people I could work with and trust so I signed up. Techclean territories are generous –each catchment area includes at least 10,000 business. No premises are needed, making the franchise a perfect business to run from a home office with minimal outlay. And a Techclean franchise can slot in at any stage of your working life. Former teacher and mother of four Susan Davies set up Techclean South Wales three years ago after her youngest child went to university. She was looking for a new challenge and wanted to grow a business that she could run from home but still get out and about to interact with others. “I just love the diversity of it and meeting different people,” she says. “It’s very satisfying work. We go into an office and in a just few hours we make such a big difference to the working environment. I have a small team of people working with me I call the ‘dream team’ – and customers are always delighted with the end results.” Costing just £19,500 plus VAT, a Techclean franchise stands head and shoulders above other low cost franchise opportunities. Techclean franchisees can expect to achieve a net profit margin of over 50% within the first year of trading. Contact: Emma Downes t: 01530 513300 e: edownes@techclean.co.uk Total Cost: £19,500 + VAT

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Techclean are proud to provide a comprehensive range of specialist system cleaning solutions to a diverse range of customers from FTSE 100’s to government to local businesses, charities, schools and even medical establishments amongst others. Who does Techclean need? + ‘People people’ + Disciplined and well organised + Prepared to put in the hard work to build a business + Able and willing to follow a business system + Good communicators and enjoy building relationships with customers

Support includes: As your franchisor, we believe in supporting you fully in your marketing efforts, The Bardon Group have years of experience creating excellent marketing tools, programmes and collateral, that are effective and practical for franchise owners to follow – alongside the other demands of the business. This activity is backed up by regular email marketing, a comprehensive range brochure, product leaflets and other relevant collateral.

DETAILS: Investment level: £19,500 +VAT Business type: Specialist system hygiene Franchise contact: Emma Downes Techclean Unit 2, Cartwright Court, Cartwright Way, Forest Business Park, Bardon, Coalville, Leicestershire, LE67 1UE Tel: 01530 513300 Email: edownes@thebardongroup.co.uk Web: www.techclean.co.uk

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EWI F

encouraging women franchising

into

The face of business is changing... and you could lead the change!

Considering joining a franchise? Or franchising your existing business? EWIF can help you! EWIF’s primary focus is to support women who are looking for a route into the franchise industry. We are a not-for-profit organisation providing advice and guidance through our network of members.

EWIF can offer you: ½ hour free telephone support and advice Free attendance at our regional and national meetings Free membership to an online support group Mentoring and guidance Attendance at local events aimed at women in business. “The Biggest adventure you can take is to live the life of your dreams.” Oprah Winfrey

Want to find out more? Come and see us at our FREE Annual Conference in September, with Guest Speakers from Toni & Guy, and a business woman who set up her own charity. Visit www.ewif.org to register.

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why OSCAR... Call now for a FREE Information pack 0800 068 1106 discover@oscars.co.uk www.oscar.co.uk

Unique Pet Food Business Opportunity to pet owners who just love their pets Extensive Range of Pet Products • Multi billion industry • Home delivery • Work from home • Exclusive territory • Intensive training • Advice from experts • Repeat business • Ongoing support • FROM £8,995 plus VAT

YOUR CHOICE YOUR BUSINESS Build a franchise to suit your own level of expertise and skill set • Personalised • Flexible • Exclusive

Looking for a management franchise?

e: franchise@jacksonfire.co.uk

w: jacksonfire.co.uk/franchise

t: 01352 755 866

OSCA001 JACK001

Extra Help

A rewarding franchise opportunity with all the support you need to succeed

Flexible Hours * A Rapidly Growing Market * High Earning Potential * Simple to Manage * Immense Job Satisfaction Extra Help is a national home-help and domestic cleaning franchise network that provides assistance with a variety of day-to-day tasks, such as cleaning, gardening, dog-walking, meal preparation and mother’s help services. Extra Help Business Franchise magazine ad 121x170mm.indd 1

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If you’re serious about running your own, profitable business, backed by an unsurpassed level of support, please contact our franchise team today.

Extra Help

Home-help and domestic cleaning services

Web: www.extra-help.co.uk Email: info@extra-help.co.uk EXTRA HELP Phone: 0845 618 2904 a helping hand TM

AFA approved

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Reach out for renewables The renewable market in the UK has a predicted value set to reach £50 billion by 2020 and the sector presents fantastic opportunities for entrepreneurs who want to establish a new business in a rapidly growing market. Green Square is looking for like-minded people to join their team and experience a business model that is in high demand from domestic and

commercial customers looking towards greener alternatives for practical renewable energy solutions for the future. The Green Square franchise offers the opportunity to work in an ethical environment and penetrate a ring fenced business area, while minimising the risks associated with starting out alone, with a sales potential of over £1 million in three years.

Other benefits include: • Exclusive products • Fully certified training and qualifications in renewable technology • Quality Management system for microgeneration technologies in place (MCS)

• Bespoke software allowing full system design and calculations for complex installations • Full marketing support: website, launch event and marketing campaigns • Turn-key business concept

• Supported by legislation • Reasonable franchise fee

For further information please visit our website, or to express an interest in For further information please visit our website, or to express an interest in finding out more information email: franchise@greensquare.co.uk finding out more information email: franchise@greensquare.co.uk

T: 0845 263 7474 Untitled-1 1

www.greensquare.co.uk

03/07/2017 14:36


The future is green, the future is a Green Square franchise Green Square opened its flagship store in March 2013 in Raynes Park, London and instantly made its mark on the renewable energy scene. With demand from homeowners and small businesses across the UK, Green Square realised it had to offer more showrooms across the UK to display their impressive product portfolio. The future of Green Square and their renewable energy offering came in the form of a franchise.

Green Square is a member of the British Franchise Association (BFA), and one of their first franchisee was Paul Smith whose showroom in Tunbridge Wells, has been open for over a year, and others are quick to follow suit to ensure they secure their part on the Green Square map.

Meet Paul Smith, Green Square Franchisee “I’d always wanted to enter the green sector but, until now, there weren’t any opportunities that could offer me the income and lifestyle I required. I was also looking for something that could tap into my experience in sales, marketing and management. Initially I was a little sceptical about franchising, but going to see Green Square’s training facility and its associated company gave me all the reassurance I needed. This is a genuine business with substantial backup. What’s more, Green Square’s managing director, Richard Hiblen, is very honest and straightforward, with a wealth of knowledge of the renewables sector.”

How you can harness the rapid rise of renewables As a management franchise, you don’t need any industry experience. Green Square is looking for driven people with a passion for the products and services being sold by them. Contact us to find out more.

22 High Street • Bramley • Guldford • Surrey • GU5 )HB GREE002 Untitled-1 2

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Inside story BY Paul Stafford, Head of communications, Chantry

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STORY TELLING

Getting your head around how to tell the right stories can help ensure that word spreads about your franchise

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hink about the last great book you read or film you watched. You went on a journey with the hero or heroine of the tale and walked in their shoes as they saved the world, won the girl or boy, earned their freedom or learned life lessons. You followed their arc, overcame challenges with them, felt their pain and anguish and triumphed in their ultimate glory. You were transported to their world, saw through their eyes and were qinexorably drawn in. A well-written story gets people to part with just a few hours of their existence in exchange for escape to a fictional world. But as a franchisor, you’re asking people to trust you with their lives, their future and their families’ happiness: sometimes literally everything they have. You think they’re going to do that without you showing them that their leap into the unknown can have a happy ending? Stories are at the heart of successful marketing and franchisors hold a powerful advantage over their nonfranchised counterparts: their franchisees. It’s their tales that make your opportunity unique compared to the hundreds of other businesses vying for the attention of potential investors. They are the hook that creates an emotional connection and elicits that most precious of feelings: ‘I could do that’. Yes, the support and systems you offer are central to success. But the benefits you provide aren’t the story – they’re just one chapter of it, part of the narrative that helps our hero escape the humdrum, overcome the obstacles and ultimately triumph. Because the hero isn’t you or your business: it’s your prospect. Take them on a journey through the eyes of your current franchisees the way the best authors and directors do and you’ll invoke the spark they’re looking for. Thanks to the internet, people increasingly seek the views of others before making a decision. Last time you booked a holiday, bought a car or even went to the cinema, you

looked at what other people had to say about it. Nobody stays in a hotel anymore without checking TripAdvisor first. The ubiquity of reviews from Amazon to Trustpilot and everything in between is part of modern life. So why do franchisors think it’s any different when it comes to their marketing? There’s no excuse for trying to convince a buyer to part with their money without showing what the franchise has done for others just like them. Show, don’t tell One of the most important lessons any aspiring author learns is ‘show, don’t tell’: a reader needs to experience a story through the thoughts, emotions and actions of its characters, not just through the writer’s description of what they’re doing and feeling. It’s grating to receive eshots that consist entirely of bland lists of bullet points selling the benefits of a franchise, see profiles filled with stock images where a happy franchisee AUGUST 2017 | elitefranchise

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STORY TELLING

The benefits you provide aren’t the story – they’re just one chapter of it should be centre stage and read quotes that have obviously been written by a PR and not uttered by a real person. Where are the people? Where are the stories? Inspire your prospective franchisees. Give them a reason to care, a reason to get excited, a way for them to see their future with your brand. Show them passion. Show them success. Show them something, anything, that makes them want to transform their lives by investing in you. Make sure your eshots have franchisee testimonials and pictures on them and liberally sprinkle quotes through your website, prospectus and other collateral. Those words are going to help maintain interest in what you have to say more than your new business management system will.

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Pressing home your advantage In addition to your paid-for advertising, stories are also the bedrock of your free publicity because they’re the reason you get press coverage. Unless you’ve worked in and around the media, you’re probably blissfully unaware just how much of the news you see, read and hear is supplied by PRs. In today’s 24/7 news cycle, journalists are busier than they’ve ever been because of the weight of demand for new content every minute of the day. So they rely on the news to come to them. A well-told, interesting and balanced story is nectar for a journalist. Human-interest stories are worth publishing and, whether your business is cleaning, care or cars, at its heart is the same thing: people with amazing stories to tell. Take the recently-crowned Franchisee of the Year, Hannah Drury: she’s a 25-year-old mother who’s already overcome heart-breaking tragedy twice in her life to run a million-pound business – and still finds time to study for a degree. That’s a story that most journalists want to run if it’s told in the right way. For Caremark, Drury’s experience provides inspiration to young people, women, parents – frankly to anybody with ambition and a heart, which is great news for reaching new and wider audiences. And of course, it’s not just the journalists telling the story either. On LinkedIn, where Drury’s mother has been proudly shouting about her daughter’s achievements, a lot of people have seen the story and have heard of Caremark and franchising for the first time. I’m not connected to Drury’s mum but I’ve seen her joy more than once in my news feed, with plenty of likes and comments alongside. So as you can see, good stories travel. They inspire. They engage. And they bring you leads from people who want to rewrite their own narrative. Once upon a time, you started a franchise. So how does the story end?

04/08/2017 17:48


communicate clearly with your franchise with our franchise management software To arrange a demo, email us at sales@franchiseinfinity.com. Visit www.franchiseinfinity.com for more information.

PERFORMANCE | COMMUNICATION | COMPLIANCE | LEARNINg MANAgEMENT FRI2277 Perfomance Measure 180x118.indd 1

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Be Part of a Great Franchise Team • Excellent return on investment • Exceptional individual local launch package • Dedicated ongoing mentoring and support • A much loved brand • Enviable work-life balance • Luxurious product • Proven business model • Excellent bespoke systems Determine your own destiny while being part of a supportive and successful group of motivated and experienced individuals and part of our much loved brand.

Quality. Pure & Simple

Contact Carole Stubbs 07912 771 149 carole@bluebirdcare.co.uk bluebirdcarefranchise.co.uk

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03/07/2017 14:24 03/08/2017 15:29


Buy a sandwich franchise. It’s the humble that sandwich tops the list of Britain’s favourite foods. The British ‘on the go’ sandwich market is currently valued at £4.4bn. Brits consume over 11.5 billion sandwiches a year.

Visit FranchiseSales.com to find out more about buying a sandwich franchise – and more! DYNA001 Untitled-7 1

03/03/2017 17:34


HANNAH DRURY

BY ERIC JOHANSSON

Making her mark When Hannah Drury’s dying stepfather asked her to take over his franchise she didn’t hesitate. Two years later, she hasn’t just doubled the size of the business but she’s also been named Franchisee of the Year by the bfa

D

eath is a constant companion to franchisees in the care sector. By its very nature, caring for the elderly and people suffering from chronic conditions means that they will face the cold reality of mortality sooner or later. However, it was a loss in her family that set Hannah Drury upon the path to becoming the award-winning operations director of Caremark Sutton, the homecare franchise. When her mother and stepfather, Debbie and Simon Binner, originally launched the business in 2013, Drury had no intention of joining them. “I honestly thought that it would be boring,” she says. However, that changed when her stepfather was

diagnosed with motor neurone disease. The illness slowly deprived Binner of the control of his body as the nerves to his muscles shut down, leaving him unable to lead the company. Looking for a way to ensure the franchise survived, he asked his stepdaughter to take over. Drury said yes without hesitation. And it wasn’t long after joining the business in February 2015 that she quickly reevaluated her initial impression of it. “It was the complete opposite of boring,” she says. “There’s never a dull moment: there is always stuff going on and you meet a million different people with amazing stories. We do incredible work every day and I’ve learnt so much in such a short time.” Fortunately Caremark went out of

its way to help her prepare for taking on the role of franchisee. “They were supportive in every way,” she says. Not only did the franchisor have monthly meetings with Drury to check her progress but it was also always available on the phone if she had any questions. “They even let me go on the franchising training free of charge because of the circumstances, which was something they wouldn’t normally do,” she says. Going on this training in April 2015 enabled her to see the business as a whole. “I learned to cover every angle and aspect of the company,” she says. This included learning about the necessary documentation and how to provide care for all potential patients, whether they were old or suffering from

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The Low Cost, Fast Start Franchise GutterPRO is a Van based franchise, exhibiting fast sales growth, coupled with the peace of mind of the GutterPRO £5000, 3-month sales guarantee. The demand for gutter clearing services is strong. Many insurance companies recommend regular clearing, to avoid problems including damp, erosion, standing water and even health issues. “Safe and sound we do it from the ground” is the mantra of GutterPRO – using carbon-fibre poles and industrial vacuums. This approach is quick, efficient and particularly suitable over conservatories. It also means that jobs are completed (and paid for) the same day. Our awareness days will be listed here:

www.gutterpro.co.uk/franchise-opportunity

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HANNAH DRURY

chronic conditions. Empowered by the theoretical knowledge, Drury returned to the franchise to get more hands-on experience. “People can tell you how to do things but you truly only understand it when you actually do them,” she says. The training and the support of the franchisor enabled Drury to quickly establish herself as Caremark Sutton’s franchisee in all but name by June 2015 and she officially took over when her stepfather passed away in October the same year. “My memories of this period are really quite foggy,” she says. “I had both two children and the business to care for. When you have responsibilities like that you go on auto-pilot. You just plough on. At least, that’s what we did.” The loss of her stepfather also meant that she no longer had him as a sounding board to bounce business ideas off. Luckily she wasn’t completely alone. “My mum’s been a massive support to me,” Drury says. “She did take some time off to recover but she’s just getting more involved now really.” Another challenge was the fact that her franchise was still fairly new. “There was a massive amount of startup work to be done,” she says. “We just needed to put in basic administration stuff to ensure we had a strong foundation to grow upon.” Recognising this, Drury spent a lot of time setting up processes regarding staff and clients. Unfortunately, these processes hadn’t been managed as well by Binner as they could have been during the first years of the franchise. “He had been ill for most of it,” Drury says. “He’d also taken over two companies in the local area so it was all really chaotic. We had to focus on creating solid day-to-day structures.” However, creating these systems wasn’t the only challenge Drury had to face in her new role. She was also tasked with finding a way to boost the company’s recruitment and retention of employees. “Staff are both our biggest asset and our biggest problem,” says Drury. This is hardly surprising given the care sector as a whole has long struggled with massive skills shortages. According to the Office of National

Staff is both our biggest asset and our biggest problem Statistics, there were over 120,000 job vacancies left unfilled in the social-care sector between March and May this year. Bridging this talent gap has been a key priority for Drury ever since she stepped up to lead the franchise. In fact, it’s been even more important than marketing to attract new clients. “We actually have to turn clients away,” says Drury. “So the only thing we market for is new staff.” But recognising how vital it is for her business and her clients that she finds the right carers, Drury is understandably picky about the people she employs. “We look for people with true passion, empathy and who really care,” she says. In order to boost the recruitment and retention of high-quality workers, Drury has launched several schemes to make the business more attractive for potential employees. These initiatives include discount cards at restaurants and stores for successful referrals, mobile-phone insurance and paying for carers’ mileage. “So we do everything we can to ensure that we hold on to the good ones,” she says. And these efforts have certainly paid off: in the two years since Drury took over, the company’s staff numbers have doubled from roughly 25 to about 50 carers. And this success has not gone unnoticed: over the years Drury has scooped up several awards. For instance, in 2015 she won the Caremark Achievement Award. “That was basically to celebrate a good handover from Simon to myself and the fact that the company was still growing,” she says. But that wouldn’t be the last accolade the company secured. In 2016 Caremark Sutton picked up a regional award from the franchise due to its continuous success. And at this year’s bfa HSBC Franchise Awards Drury was not only named Young Franchisee of the Year but she was also given the prestigious Franchisee of the Year award. “I was quite shocked actually,” she says. “I don’t know what it will mean for the company yet but it’s obviously really nice to get that recognition since it has been a crazy journey.” Her achievements are even more impressive considering that Drury has made a success out of the company while simultanously studying for a degree in psychology at the Open University. It’s been two years since her stepfather asked her to take over the business and sent her on this wild ride. And even though it has been challenging at times, she hasn’t regretted saying yes for a second. “It was the best decision I’ve ever made,” Drury concludes. “It’s been incredible. Simon always used to joke that you’d learn more working a week at Caremark than you would doing a business degree. And he was right. It was a massive opportunity and I’m really grateful to him.”

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Visit us today to find your Dream Franchise www.franchisesupermarket.net

Franchise Opportunities with Franchise Supermarket ‘Franchise Supermarket is here to help you find the right Franchise Opportunity. Starting your own business can be a daunting process, so Franchise Supermarket aims to ease this process and help you become one of the 97% of franchisees within the UK that are achieving profitability. The Franchise Supermarket team wants to be more than just a directory - we aim to be the one stop shop for Franchise Recruitment!’

Franchise Supermarket provides YOU with • • • •

Detailed up to date franchise profiles Franchisee success stories The latest franchise news Upcoming franchise exhibition dates and franchisee Discovery Day dates

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03/02/2017 18:18


Competition law

Fair competition BY KATE LEGG, CEO, KOMERSE

To avoid being liable to pay massive fines, it’s vital for franchises to stay on the right side of competition law

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enry Ford allegedly said that competition is the keen cutting edge of business. Certainly UK legislators are all for promoting competition – we have one of the toughest competition regimes in the world. The Competition and Markets Authority (CMA) is the primary body responsible for enforcement of competition law in the UK. The CMA has substantial powers including making midnight raids to collect evidence on organisations, imposing restrictions on potentially suspect behaviour whilst a full investigation is carried out and, if a business or franchise is found guilty, imposing fines of up to 10% of global annual turnover.

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Competition law

Even if the CMA doesn’t come knocking, there is still a risk that agreements that breach competition law could be invalid and unenforceable. In addition, individuals have the right to bring private actions for compensation if they have suffered loss as a result of breach of competition law. And even if the legal ramifications don’t worry you – and they should – there’s always the risk of bad publicity and reputational damage if a franchise gets it wrong and breaches competition restrictions. Pro-competition prohibitions The core of the UK’s Competition Act is closely based on European requirements. Two key prohibitions are against agreements between businesses that could affect or distort competition in the UK – known as “the Chapter 1 prohibition” – and against the abuse of a dominant market position – known as “the Chapter 2 prohibition”. The Chapter 1 prohibition is extremely wide. For a breach, there must be an agreement, decision or practice between two or more businesses or organisations. This doesn’t have to be an agreement in writing. Any form of contact or practice between organisations could be sufficient, as could a decision made by a trade body. Furthermore, the event doesn’t have to actually distort competition, it merely has to have the potential of doing so. Nor does it need to impact the whole of the UK: something that affects part of the UK is sufficient. The one limiting factor is that the impact on competition does have to be “appreciable”. The legislation gives examples of the sorts of agreements that would be considered anti-competitive, although the list isn’t exhaustive and each individual arrangement will be considered in light of its own specific facts and circumstances. There can also be complex questions around defining what the market

actually is and therefore whether an event has an “appreciable” impact on that market. For example, a joint agreement between cauliflower producers may have a significant impact on the market for fresh cauliflowers but will have less of an impact if the market is considered to include fresh vegetables as a whole and an even lesser impact if the market includes fresh, frozen and canned vegetables. Impact for franchise agreements On the face of it, all franchise agreements could easily breach competition law. However, there is an exemption that means many networks fall outside the regulations. The exemption is for networks where the combined turnover of franchisor and all franchisees is less than £20m. Although many franchise networks will fall within this, it is not an absolute exemption: some practices and clauses are prohibited no matter how big or small the network. For those franchises that fall outside this exemption, the franchisor must ensure that none of the franchise agreement, manual or its general practices infringes upon competition. Blacklisted and greylisted clauses One common area for competition consideration in franchise agreements is in relation to pricing clauses. Franchisors are allowed to recommend prices and set maximum ones but clauses that allow the franchisor to fix retail prices across the network or to set minimum retail prices would be an unlawful breach of competition law. Some clauses, like this price fixing, are blacklisted and prohibited in all circumstances but some clauses are less clear-cut. A typical example would be restrictive covenants that seek to restrict the franchisee’s ability to be involved in other, competing businesses during the term of the franchise agreement or for a period of time following termination.

It is clear that a clause that prevents a person from being involved in a rival business is likely to have a detrimental impact on competition in the wider market but, equally, this must be balanced against the franchisor’s need to protect their knowledge and system. It would be unfair if a franchisee was allowed to operate a competing business so that trade generated through the franchisor’s brand and system could be diverted into another business, depriving the franchisor of licence fees that would otherwise be paid on that trade. A restricted covenant that lasts for more than five years will be blacklisted and prohibited but restrictions that last for less than this fall into the category of greylisted clauses. These greylisted clauses are not prohibited outright but instead it is necessary to consider all of the individual circumstances and balance the impact on competition against the legitimate interests of all the parties. Most franchise agreements limit the post-termination restrictions to periods of no more than 12 months and so are easily below the fiveyear threshold. However, a difficulty can arise in relation to in-term restrictions. Since most franchise agreements contain restrictions that apply during the term of the contract, the trend in the UK is to make the term of the agreement no more than five years. This ensures that the interm restrictions will remain valid – provided they are reasonable and justifiable in all the circumstances. If the term of the agreement is for more than five years, then any in-term restrictions that apply for the term of the agreement would also last more than five years and risk being invalid as a breach of competition law. While understanding the subtleties of competition law isn’t always easy, franchisors that successfully do so can focus on growing their business without risking huge fines. August 2017 | elitefranchise

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Franchise Resales

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North Manchester

An opportunity has arisen to purchase one of our franchises based in North Manchester.

Investment: TBC Established: 2007 Turnover: TBC

The franchisee started in 2007 and operates from a prominent shop front location so any purchaser would be walking into a readymade business with a fully fitted shop, complete with furniture, IT and telephone systems along with experienced, well qualified staff. The business has Gross Recurring Fees of circa ÂŁ170K and services around 175 clients.

The training has been very good and the initial training allows you to form excellent relationships with other new franchisees. Having more than one visible shop front increases the growth potential significantly.

This represents an excellent foundation upon which a new franchisee can further develop an already established business. The business has enjoyed regular growth with the majority of new clients coming from recommendations, walk-in business and inbound leads generated from the support centre.

Phil Marriott - Franchisee

The Franchisee is selling the business because he is wishing to retire. The business is offered as a successful going concern within the TaxAssist network and the purchaser will become part of that network of accountancy practices.

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FRANCHISE RESALES

Making a decision to better control your future? Our franchisees did, they now care for life.

Be part of the most experienced care franchise in the UK Please contact Carole Stubbs our current resale opportunities.

bluebirdcarefranchise.co.uk carole@bluebirdcare.co.uk 07912 771 149

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Call us today for a confidential chat: 0800 0188 297 or visit us at www.taxassistfranchise.co.uk

North London

Investment: £650,000 Established: 1998 Turnover: £500,000

The market is very competitive. However, thanks to a lot of hard work, dedication and the support from head office, I never feel alone in the process of developing my business. Lloyd Evans - Franchisee

A resale opportunity has arisen in one of our franchises based in North London. The franchisee started in 1998 and operates from a prominent shop front location. The business services around 1100 clients and enjoys gross annual recurring fees of circa £500,000. With an established shop, complete with furniture, IT and telephone systems, any purchaser would be walking into a ready-made business. This represents an excellent foundation upon which a new franchisee can further develop an already substantial business in the lucrative North London area. The business has enjoyed regular organic growth with the majority of new clients coming from recommendations, walk-in business and inbound leads generated from the support centre. For a franchise re-sale you only pay us a half franchise and training fee as we recognise that you will also be investing in purchasing the business. You will of course benefit from the training and support that a new franchisee would expect.

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04/08/2017 14:27


FRANCHISE FOCUS

Bluebird Care

Enjoy a fulfilling career you have always dreamt of, by supporting your local community. Are you searching for a tried-and-tested business opportunity, which gives you the opportunity to create a work/life balance, Bluebird Care offers you that and more. One of the UK’s leading providers of domestic homecare to the elderly and those with specialist needs. Experience in the care industry is not essential as full training and support is given, franchisees manage a team of highly-trained carers to provide Bluebird Care’s renowned care services.

• Gold winner of the bfa HSBC Franchisor of the Year 2017 • Leading the sectors digital revolution • Growth market • Over 200 businesses across our network • A scalable business model • The UKHCA’s largest member • Created in the UK for the UK market

07912 771 149 Carole@bluebirdcare.co.uk www.bluebirdcarefranchise.co.uk BLUE003

BoConcept

BoConcept is the largest retailer of Danish furniture worldwide with operations in 50 countries and over 250 stores. Having well established the brand here in recent years, BoConcept is now expanding further in the UK. To spearhead the growth plan, BoConcept requires entrepreneurial leaders who are keen to build a new business in their local area and on the retail concept to market. This is an opportunity to run and own your own retail business of which BoConcept work closely with each partner to ensure success.

• Very high average income potential • A strong brand from a well-established company • Transparent processes with open communications • High Level Management Support • Extensive marketing support • Extensive training • Support for the store design, furnishings and Opening

Contact: enquiries.uk@boconcept.com www.boconcept.com/franchise BOCO001

Business Doctors

It is well documented that buying a franchise is cheaper, quicker and safer than self-start but choosing the right franchise is a very important decision. Business Doctors is a business support network, dedicated to helping small and medium sized businesses achieve their vision. We have helped over 7,800 businesses with our ‘hands on’, ‘no-nonsense’ approach. This rewarding opportunity provides business professionals with an opportunity to use their experience to give something back.

• Full suite of marketing collateral • Lead generating website • Ongoing training and support • Collaborative network • National PR opportunities on a weekly basis • Social media managed by head office • All included in the price - no hidden fees!

01744 833778 franchising@businessdoctors.co.uk www.businessdoctorsfranchise.com BUSI002

ERA UK

ERA UK is a recession proof, business strategy and supply chain management franchise. ERA is an award winning B2B consultancy franchise, working with organisations from a range of sectors to reduce their outgoings, improve supplier relationships and manage contracts on an ongoing basis to deliver measurable savings. We are looking for 10 -12 individuals of outstanding calibre, experienced in business, strategy or supply chain management, to combine their existing talents with our business system.

• Award winning B2B consultancy franchise • Use your existing experience • Are you experienced in business, strategy or supply chain management? • Become a specialist consultant • Earn a six figure sum • Join a network of peers with skills that supplement your own

Contact Matt O’Neil on 02380 829737 m.oneil@erauk.net erafranchise.net EXPE003

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FRANCHISE FOCUS

Extra Help

Do you want to run your own business offering valuable home-help and domestic services to your local community? Extra Help offers cleaning, shopping, meal preparation, gardening, dogwalking and more, to elderly and vulnerable people, new and working parents, busy professionals and just about anyone who needs a helping hand. Extra Help’s comprehensive package enables franchisees to easily manage a recession-proof business within a huge growth market, which comes with the added bonus of helping others.

• Flexibility to provide a wide range of services • A rewarding, profitable business • A proven, successful yet simple business model • No employees’ PAYE or NI to manage • Peace of mind with full training and ongoing support • Full or part time hours to suit your lifestyle

0845 618 2904 info@extra-help.co.uk www.extra-help.co.uk EXTR001

Gallone’s Ice Cream Parlour With over 100 year’s of history behind it, Gallone’s Ice cream parlours comes with a rich heritage and brand story that cannot be replicated by newer businesses. Are you looking for a fun, exciting new business? As well as amazing ice cream, coffees and desserts, Gallone’s parlours have a strong party trade. Full training will be given in all aspects of the business and we pride ourselves on our support network.We are a rapidly growing, fun, family business. Get in touch today and find out more.

• A proven business model with over 130 years experience • Continuous support and experienced industry advice • Tried and tested products direct from the manufacturer • A fully equipped parlour with a strong residual income • Catering and hospitality background ideal • Collaborative network

07808 014455 franchise@gallonesparlours.com gallonesfranchise.com GALL001

Home Xperts

The innovative HomeXperts franchise model enables you to start your own estate and letting agency working from home or a small serviced of ce. You will be trained to industry standards, whilst receiving continuous, comprehensive support and receive access to the award- winning HomeXperts Franchisee Hub. By working hard and following the proven franchise model, you could secure your nancial future by earning more than £25,000 in invoiced commissions in a month.

• Industry leading training package • iPad, Wide-angle lens camera, Digital measurer • 24/7 access to the award winning HomeXperts Hub • Access to all of the major UK property portals • Local website and a national branch page • Full back of ce support

01905 678853 franchise@homexpertsuk.com www.home-xperts.co.uk HOME003

Jackson Fire & Security

Do you want to be in a situation where the harder you work, the more money you earn? Want to be a self-motivated business owner where you’re in control? Jackson Fire & Security works with a rapidly growing base of franchisees providing fire protection and safety equipment throughout the UK. These business owners manage their own jobs, set their own schedules and generate their own money, fully supported by a system that is proven to work.

• Receive on-going training and support • Make a real difference to your customers • You’re free to get on and do the work you love • No experience required • Sales and networking background ideal • Work in an industry with constant demand • Can earn up to £10,000 per month

01352 755866 franchise@jacksonfire.co.uk jacksonfire.co.uk/franchise JACK001

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04/08/2017 13:55


FRANCHISE FOCUS

Just Shutters

Just Shutters have earned an enviable reputation and true brand affection and we would like motivated individuals to join us and be part of our success story. We offer our franchisees an excellent launch, training, marketing package, ongoing support and mentoring. This is a great opportunity for fantastic return on investment while being part of a much loved brand with like-minded individuals.

• Enviable work-life balance - lifestyle • Luxurious product • Excellent return on investment • Exceptional individual local launch package • Dedicated ongoing mentoring and support • Proven business model • Excellent bespoke systems

01202 233744 franchise@justshutters.co.uk www.shutter-franchise.co.uk JUST002

Mathnasium

Join the fastest growing children’s education franchise. Make Money - Make a Difference! With over 800 centres worldwide our unique membership-based learning programme produces outstanding results with dramatic changes in attitude, confidence and school progress, helping children catch-up, keep-up and stay ahead in maths. Proven business model developed over 40 years; strong branding and striking high-street premises - a unique opportunity to build a rewarding business on many different levels.

• Over 800 franchised centres • Simple, proven business model • Guidance with property acquisition • Personalised business plans • In person, online and in-centre live training • Proprietary management software system • No maths or teaching experience necessary

0161 791 0686 andrea.white@mathnasium.com www.mathnasium.co.uk

Investment Level: £40,000 MATH001

McDonald’s

Have you ever considered what a life-changing opportunity a McDonald’s franchise could offer? Being a McDonald’s franchisee means owning your own business – working for yourself, but not by yourself. It’s about setting your own goals, managing your own restaurants and reaping your own rewards. McDonald’s franchisees are hands-on, businesssavvy and ambitious people who are ready to make a long term commitment to a business.

“I didn’t know anything about the food industry, so coming in and getting all that training gives you a lot of confidence and comfort.” Jane Blackwell - McDonald’s franchisee, Banbury

www.mcdonalds.co.uk/franchising MCDO002

TaxAssist Accountants

TaxAssist Accountants is the UK’s largest network of accountants servicing the needs of small businesses and the self-employed. TaxAssist takes on both accountants and business/ finance professionals as franchisees can employ accountants while they concentrate on building their business. With an established brand and known for breaking with tradition in an industry that has not experienced this before, TaxAssist Accountants stand out from the crowd operating from highly visible and welcoming shop front premises.

• 5 star franchisee satisfaction award for four years running • Awards from franchise and accountancy arenas • Accountancy fee banks are a saleable asset • In demand services • 1st class support and training

0800 0188297 daren.tillson@taxassist.co.uk www.taxassistfranchise.co.uk TAXA001

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FRANCHISE FOCUS

Techclean

Are you ambitious to run your own business? Customer driven and well organised? Can you follow a proven business system? This is an ideal opportunity to own a business with access to a huge and growing market Techclean territories are generous –each catchment area includes at least 10,000 business. No premises are needed, making the franchise a perfect business to run from a home office with minimal outlay and low operating costs. Current franchisees report net margins of 55%-65%

• Marketing and promotion tools • Group purchasing power • Internet and web support • Business management and planning • Ongoing marketing programmes • Day to day troubleshooting

01530 513300 edownes@techclean.co.uk www.techclean.co.uk

Investment Level: £19,500 THEB002

The Family Holidays Franchise Our business has been created by travel professionals to open up this exciting industry to those with a passion for travel, who want the freedom of running their own business. We are here to support you and your business to be as successful as you want to be. So if you have a passion for helping families create lifelong memories, whilst being able to travel the world yourself, a travel franchise is the perfect option.

Tutor Doctor

At Tutor Doctor, we believe that success isn’t just measured by profit – it’s also about making a difference. If you’re a motivated, people-oriented person who wants to own a business that enables you to have more flexibility in your life, work from home, make a difference in your customers’ lives and have control over your income, then we want to talk to you! Join the #1 one-to-one tutoring franchise in the world and the fastest growing educational franchise in the UK!

• Latest technology and forward thinking • Award winning agency • Support network • Access to over 200+ suppliers • Uncapped earnings • No previous experience necessary • Fast growing market

0121 200 5561 opportunities@familyholidaysfranchise.co.uk familyholidaysfranchise.com THEF005

• Low start-up cost • Minimal overhead • Ability to generate income in 60 days • Comprehensive training, tools, systems and support • Excellent earnings potential • Work from home • Provide a rewarding service to your community

020 8133 3525 http://franchise.tutordoctor.co.uk/ TUTO001

Zero Dry Time

Join a Zero Dry Time Franchise and join a business community that earns you money. A flexible way to make a real income is on offer with Zero Dry Time. We offer a sustainable business model with fantastic prospects running and managing your own Dry Carpet & Upholstery Cleaning Company. You will build a fantastic business “Providing dry carpet, upholstery & hard floor cleaning solutions that deliver a fantastic service whilst giving great value” to the home & business owner alike.

• Fantastic earning potential • Low running costs • Management options • Regular loyal repeat customers • Carpet Club creating a residual income

0191 270 9202 info@zerodrytime.com zerodrytimefranchise.com ZERO001

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DISCOVERY DAYS

Arrange a meeting with us today and find out if we are right for you!

Book your Discovery Day now!

Use your business experience to empower others with a Business Doctor franchise. Attend one of our discovery days and find out how we have helped over 7,800 businesses achieve their vision. We will introduce you to our proven business model, collaborative network, delivery and marketing tools.

Take control of your own destiny with an established brand and enjoy giving something back!

Request more information

enquiries.uk@boconcept.com

BOCO001

Take your first step and call us today.

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Would you love to run your own business providing valuable services to your local community? We can put you on the road to tried-and-tested success with an Extra Help franchise.

Helping companies improve their bottom lines

Extra Help’s comprehensive franchise package enables you to easily manage a recession-proof business within a huge growth market, which comes with the added bonus of helping others. Why invest in an Extra Help franchise? • A rewarding, profitable business within a huge growth market • Proven yet simple business model • Takes away the pain and uncertainty of starting your own business • Peace of mind with full training and ongoing support • Full or part time hours to suit your -lifestyle/commitments • Immense job satisfaction with a -healthy return on your investment

Discover more about the benefits of an ERA franchise at a FREE Discovery Day E RAF RANC HIS E . NE T

Book your place at one of our discovery meetings today to find out if Extra Help is the right opportunity for you.

For more information or to reserve your place, contact us on: tel: 023 8082 9737 email: franchiseteam@erauk.net

0845 618 2904

EXPE003

info@extra-help.co.uk

EXTRAHELP

TM

a helping hand

www.extra-help.co.uk

EXTR001

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DISCOVERY DAYS

The Low Cost, Fast Start Franchise GutterPRO is a Van based franchise, exhibiting fast sales growth, coupled with the peace of mind of the GutterPRO £5000, 3-month sales guarantee.

Investment level: £8250 +vat

Join us at our next Awareness Days: TELFORD - 25/08 TELFORD - 21/09 For more information about our upcoming Awareness Days, please visit:

www.gutterpro.co.uk/franchise-opportunity

To find out 100% of the information about the award-winning HomeXperts model, book your discovery meeting by emailing franchise@homexpertsuk.com. A discovery meeting will explain the innovative franchise model in full, helping you to decide if HomeXperts is right for you. Discovery meetings are held around the country on a weekly basis, including London, Manchester and Worcester. If you have any initial questions, call the HomeXperts Franchise Recruitment Team on 01905 678853. Phone: 01905 678853 Email: franchise@homexpertsuk.com www.home-xperts.co.uk

GUTT001

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Discover how to MAKE MONEY and MAKE A DIFFERENCE! Mathnasium is one of the world’s fastest growing education franchises with over 800 centres worldwide. Manage your own profitable and fun maths-only learning centre in the local High Street. It could be the most rewarding move you ever make! No maths or teaching experience necessary Simple, effective and proven system Low investment, great returns “A Mathnasium franchise seemed like a perfect fit. This is such a rewarding business and you can’t put a price on the feeling that you get from helping a student succeed. I now know the difference between a job and a career.” Matrice Williams, Owner and Centre Director Join us for a discovery day and experience the Mathnasium Method and Model, held in Manchester and Hertfordshire, call now to book your place 0161 791 0686 or email andrea.white@mathnasium.com franchise@jacksonfire.co.uk

01352 755 866

JACK001

www.mathnasium.co.uk

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taimoor milktaimoor sheikh milksheikh

DISCOVERY DAYS

I am a franchisee & this is my McDonald’s

‘The best part of being a franchisee is the responsibility that comes with a large workforce. Ilooking am aafter & franchisee & Giving local people a chance to this is their McDonald’s my McDonald’s develop skills, grow in confidence, progress their career – it’s something I find part of being ‘The best being aa franchisee franchisee really rewarding.’ is the responsibility that that comes comeswith with Taimoor, operates four restaurants looking after a large workforce. in South East London workforce. Giving local people aa chance chance to to develop their their skills, develop skills, grow grow in in confidence, progress confidence, progress their their career – it’s something I find career – it’s something I find really rewarding.’ rewarding.’ really Taimoor, operates operates 4four restaurants Taimoor, restaurants in South South East East London in London

Come and talk to us at our Insight Day in Bristol 1st September 2017 www.mcdonalds.co.uk/franchising

Come and talk to us at our Come to us at our Insightand Daytalk in Elstree Insight Day in Elstree

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Feeding your Future... ...the perfect opportunity to get to know OSCAR at a relaxed and informal meeting. Discover OSCAR The door is open to a variety of backgrounds and life skills, guiding you towards a new career – working for yourself with flexibility and choice. Discovery meetings at many locations around the UK. Please call for details.

0800 068 1106

discover@oscars.co.uk www.oscar.co.uk

OPPO001

Are you dreaming of owning your own photographic business?

take that exciting step now!

Discover more about our franchise at our 1-2-1 meetings in the comfort of your home. Samples of our products will be provided along with all you need to know about becoming a franchisee.

0800 622 6008 For more information about 1-2-1 meetings, please call Jan Massey 01207 299500 OR 07826841224

OSCA001

www.photographyforlittlepeoplefranchise.com

PHOT001

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DISCOVERY DAYS

Butcher, baker and cabinet maker... our franchisees come from all works of life! But they all have one thing in common. They all wanted to take control of their own destiny and become their own boss. “The teams that perform the cleaning tasks are always very thorough, professional and quick. I would certainly recommend using them” Fund Management group

Call us to learn about our Discovery Days

+ We have been in business since1983 so have experience and credibility. + Franchisees can work from a home environment. + The operating cost base of the business is very low, consequently profit margins are high with current franchisees are making 55%-65% NET MARGIN. + We operate in a huge and ever growing market.

t: 01530 513300 e: edownes@techclean.co.uk w: www.techclean.co.uk

THEB002

DISCOVER MORE… about running a business that puts you in the driving seat. We know there’ll be lots of questions about joining Wilkins Chimney Sweep. Is there really a need for chimney sweeps? (Indeed there is and we can show you why…) Can I make this a business? (Indeed you can and we can show you how…) We run Discovery sessions every couple of weeks in different places – check out our website to learn where the next event is – or give us a call! Attendance is free…contact us to find out more about running your own successful, sustainable, year round, profitable business.

franchise@wilkinschimneysweep.co.uk

Our ‘Designer Day’ is a relaxed informal day where we can get to know each other more. There is no sales pitch, we simply provide you with the information needed to ensure you can make an informed decision and we can start to build on our understanding of your aspirations. Spaces are popular and we only have limited availability so we ask attendees to pay a small reservation fee of just £10. This is then refunded on the day you are with us. Following the Designer Day. If you want to come back in to see us again that’s not a problem, we encourage you to spend as much time as you need with us. As well as holding our own events we also exhibit at large franchise shows across the country.

Why choose Techclean?

03300 885769

WHY NOT RUN YOUR OWN TRAVEL BUSINESS?

WILK002

To see our upcoming events please contact us: www.familyholidaysfranchise.com opportunities@familyholidaysfranchise.co.uk

THEF005

Are you ready to be your own boss? Franchising in the UK today offers you security and piece of mind that your investment is on a tried and tested business model. Zero Dry Time franchise offers you this stability that not only is your money well invested but you can build a sustainable business for the future with endless earnings. Zero Dry Time provide dry carpet, upholstery & all hard floor cleaning solutions that deliver a fantastic service whilst giving great value to the home & business owner alike. Think our franchise is for you? Then contact us, come and see us in Newcastle and see how it’s done. 0191 270 9202 info@zerodrytime.com

ZERO001

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04/08/2017 15:36


Jane Maudsley founder & managing director Little Voices

Mining for gold Every franchise has untapped gold hidden beneath the surface. So get your pickaxe and unearth the value in your unconverted sales

T

here are some days when you wake up and, whilst you have a very clear goal for your business, your head is a little hazy and clouded with ideas on how to achieve it. A very prolific franchisor once shared these words of wisdom with me: ‘be plan focused not opportunity lead’. This is something that I remind myself of every day. With this in mind and being very plan focused, last month I set out trying to find the gold in my business. What do I mean by that? Well the business will have been in operation for ten years in September and over that period of time we have built relationships with lots of people. Lots of people know about Little Voices from various viewpoints, whether they are suppliers, customers or employees. Yet there are hundreds if not thousands of enquiries sat in our business that have not converted into a sale. This is the gold that’s lying in your business waiting for you to mine it. As business owners, we might have great ideas but the goals we set ourselves and our businesses will only be realised if we increase sales. So you need to become good at selling and that means getting good at finding the objections and problems people are having and answering them. Generally speaking, there are only two reasons why someone will not buy off you. Firstly, they physically cannot afford what you are offering. Secondly, you have not built a strong enough relationship with them. Sales are easier if they are made to loyal fans not just customers so finding the gold in your business must involve finding and creating loyal fans. So I went back to the drawing board. My task was to find all of the unconverted leads in our business and write a campaign to build trust and reignite their interest in us. The process is then about building relationships and finding solutions to their problems. We are all different and all have our distinct processes: some of us buy on impulse, while others need to take their time before they make a purchase. But what is definite is that when the time is right and enough AUGUST 2017 | elitefranchise

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Finding the gold in your business must involve finding and creating loyal fans

trust has been built, the customers will buy from you. That’s why if you don’t keep in touch with them and let them go dead in your funnel you are missing out on gold. Most people in business are great at the first point of contact in the relationship – which is the point of enquiry – but forget or disregard the consistent and persistent follow up. Research shows that it takes seven points of contact to convert a lead into a paying customer: that is a lot of visits, phone calls, emails and letters. The multiple follow up is imperative. It is not about being pushy or going on the hard sell: it is genuine and is about nurturing a relationship. The only way to achieve a good balance, build a solid relationship and move them through your funnel is to communicate with them regularly and in various ways. Multiple follow ups and a multimedia approach is the only way that this will happen. One phone call, one email or one gift in the post is not enough. Every enquiry that is created in your business needs to pass through a systematic multimedia, multi-step campaign that is genuinely trying to nurture and deepen a customer’s connection with you. You only need to think of this like dating. I have historically dated in my personal life and believe me one fabulous date, one superb text or one phone call would not be enough to attract me to a beau. It’s about consistency, care and a period of time and events that help a relationship to blossom. And it is no different in business. Moreover, you shouldn’t just assume that once you’ve eked out a sale that vein is entirely spent. There is further gold to be found in every existing customer that you have. They will know other people that would make the perfect customer so through the coming months our campaign involves getting referrals and the all-important reviews from current customers. People like to help other people: you only have to ask them. So getting proactive this month and creating a referral and review culture is going to be key to unlocking more gold. There will be a tipping point and all of the hard work in this area will ensure that the culture in your business is to refer and review. This will naturally start to give you new sales and more rewards. So having been on the road since Christmas visiting lots of our customers and suppliers, as my previous pieces have highlighted, the summer months are now focused on continuing to build on our relationships. This is the gold in our business and I urge you to get mining and unearth hidden treasures of your own.

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Reach out for renewables The renewable market in the UK has a predicted value set to reach £50 billion by 2020 and the sector presents fantastic opportunities for entrepreneurs who want to establish a new business in a rapidly growing market. Green Square is looking for like-minded people to join their team and experience a business model that is in high demand from domestic and commercial customers looking towards greener alternatives for practical renewable energy solutions for the future. to work in an ethical environment and penetrate a ring fenced business area, while minimising the risks associated with starting out alone, with a sales potential of over £1 million in three years.

• Exclusive products • in renewable technology • Quality Management system for microgeneration technologies in place (MCS) • Supported by legislation • Reasonable franchise fee • Bespoke software allowing full system design and calculations for complex installations • Full marketing support: website, launch event and marketing campaigns • Turn-key business concept

For further information please visit our website, or to express

franchise@greensquare.co.uk

T: 0845 263 7474

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Elite Franchise Magazine August 2017  
Elite Franchise Magazine August 2017